Pop-ups have become a prevalent marketing strategy for retailers looking to raise brand awareness and introduce new products. A pop-up shop is a short-term, temporary retail space where brands—oftentimes without a physical presence—can interact in person with current customers and sell products. In doing so, brands are able to create a unique, engaging physical shopping experience centered around a specific event, a group of merchandise they need to move, new product line or even a restaurant.

The popularity of experiential marketing among millennial consumers has spurred the phenomenon which ranges from restaurants to cosmetic brands. Experiential activations such as pop-ups allow for more authentic consumer engagement and the possibility of viral content that can boost awareness through buzz on social media.

While the trend started as a tactic mainly for e-commerce brands and small businesses, well-known companies have begun piggybacking off the idea as well. Some of the most recent additions to the crowd are Busch Light beer, Nickelodeon and a T-Mobile – Taco Bell partnership.

Recently, Busch Light announced the launch of “Pop Up Schop,” a temporary location hidden in a national forest open for one day. What causes this campaign to stand out from others is the scavenger hunt. Not only is the shop open for just a few hours, but it’s hidden deep in the woods — and fans can only find it by following clues posted to the Busch Light Twitter account. 

Last month, Nickelodeon opened a “Good Burger” pop-up burger restaurant to help promote the reboot of the “All That” TV series, which returned on June 15. The Good Burger pop-up will feature series-related menu items, service experiences, merchandise, games and more. 

T-Mobile and Taco Bell are also partnering up for a co-branded pop-up event. Cleverly named ‘T-MoBell,’ stores will offer a “free taco every week” mobile giveaway that the two brands introduced earlier this year. 

Pop-ups can be highly effective PR tactics when properly integrated into a brand’s strategy, rather than treating it as a stand-alone event. They’re a powerful tool when aiming customer acquisition and retention, an accessible way to test ideas and gather data, as well as a great way to build buzz and awareness for your brand.