For the limited edition re-release of the JIM shoe (just 300 pairs) Airwalk teamed up with the iPhone app GoldRun to create an invisible pop-up store in NYC and LA.

Through the GoldRun app, interested buyers were given directions to secret locations, which they were to visit on the day of the shoe’s release to hunt for the shoe. Using their phone’s camera, they would hunt around, and if they spotted the shoe, they were instructed to take a picture of it in order to unlock the ability to then buy the shoe.

By combining augmented reality, geo-location and pop-up stores in a new and unique way, Airwalk created a ton of buzz around the shoe’s release, and gave the usually hard to impress sneaker crowd something to talk about.

GoldRun

Agency Droga 5 is pulling out all the stops on a massive multiplatform campaign for Jay-Z’s memoirs, DECODED, breaking the mold for publishing advertising where budgets are typically slim to non-existent. The campaign is the ultimate online and offline scavenger hunt to discover and decode pages of the book, which can be found in traditional advertising units like billboards, as well as non-traditional spaces such as the bottom of a pool or top of a pizza box.

Don’t live in one of the markets where pages have been placed? Not to worry; users can be part of the hunt from anywhere through a partnership with Bing Maps. A hub has been developed where you can get clues to each of the various page locations, and you can search at street level for the units. The maps are based on actual photos of the location, but users will see the Decoded units superimposed in the 3-D map. Clues are released through a custom page on Bing and through Jay-Z’s Facebook & Twitter feed, which have close to 5MM followers. The first players to find each location get a hard copy of the book with the page they discovered signed by Jay-Z, along with an entry in a drawing for the grand prize: A ticket to see Jay-Z and Coldplay in concert in Las Vegas on New Year’s Eve.

Decode Jay-Z with Bing

VitaminWater has opened VitaminWater Social Clubs in cities all across the U.S. These pop-up venues host various community-centered events, but only stick around for about two months in each locale.

If you’re in San Francisco, make sure you visit the sleek event space, currently located in North Beach until 7/31, for free morning yoga classes, cooking demonstrations, book readings, DJs, fashion shows, and, of course, an entire wall of 11 flavors of complimentary refrigerated VitaminWater. And on days when there are no events scheduled, the Social Club is open to the public. Feel free to stop by and use the free wi-fi, bring your lunch and lounge on a comfy couch, or relax on the beanbags downstairs.

The destination promotes creativity and an active lifestyle, while supporting the passions of the neighborhood residents. It shows how VitaminWater is dedicated to connecting with local communities and bringing people together to interact and engage with the brand. This branding strategy aligns with the company’s decision to completely move their website to Facebook, in order to reach their target on a more social level.

Vitamin Water Social Club SF