BrandsRock goes for gold on PUMA Braamfontein flagship store launch

BrandsRock was recently briefed to manage pre-activations and host a Gold Rush-themed street party to celebrate the opening of the new PUMA store in Braamfontein, Johannesburg.
This #PUMADigsEgoli campaign saw the PUMA flagship store launched with great fanfare on Friday night, 24 August.

Prior to the main event on Friday evening, BRANDSROCK created a buzz with three activations held at the Neighbourgoods Market, which invited market-goers to interact with Giant Jenga sets. Further activation elements included a clock card that rewards consumers with a 45% discount at the Braamfontein store once they've received stamps at neighbouring stores Great Dane, POST, Kitchener's and Lomography.

The opening night was a star-studded VIP affair with bloggers Mike Sharman, Mika Stefano, Man of the Cloth and Brand Slut, as well as PUMA ambassadors Doc Khumalo, Zubz and Mpho Popps in attendance. The streets around the store were closed off and neighbouring hotspots Great Dane, Kitchener's and POST provided food stalls.

Guests were greeted with a custom welcome cocktail ('BOLT goes BOS', specially made using BOS Ice Tea, Smirnoff Vodka and fresh pineapple) and then proceeded to an entertainment area where they were treated to performances by DJ Fixx, Matt Suttner, Tumi ft. Yesterday's Pupil and DJ Keyes throughout the night. Further surprises included a balloon artists and an interactive photo booth. Snacks were provided by Great Dane.

During the event guests were given an exclusive first look and shopping experience at 45% discount before the store officially opened to the public on the following Saturday morning. See a video of the evening here.

Judging by media- and blogging coverage, as well as the fact that #PUMADigsEgoli trended on Twitter twice during the course of the event, the street party was a great success. BRANDSROCK looks forward to maintaining a positive momentum for this awesome lifestyle brand.

31 Oct 2012 11:13


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