Guerrilla Marketing: North Face Collapsing Floor

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Guerrilla Marketing: North Face Collapsing Floor

For those adventure seekers, North Face is your go to brand for outdoor wear. Which, just like you, the North Face brand embraces a rugged lifestyle in this guerrilla marketing campaign.

Embracing their positioning in the market, North face decided to pump up their clients adrenalin with a collapsing floor. Why? To reward you for your boldness. (which also resides in their tagline, “Never Stop Exploring”)

As customers of this Pop-Up store entered,  they were startled in the middle of shopping when the floor below them began to receding into the wall. Once the realization occurs, customers had to make a choice, fall to their doom (on a soft inflated fluffy secure air bag) or use the rock-climbing holds and hold on for dear life.

Once they’ve made the commitment, North face opens of a panel in the ceiling with free gear along, and a 30-second timer appears.

guerrilla-marketing-north-face-collasping-floor

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