The year 2009 marked Rocawear Apparel’s tenth anniversary. The brand wanted to make a big splash, but the economy presented a challenge. With no Rocawear storefronts, and consumers not frequenting shopping malls and other independent stores as often, Rocawear wanted to find a way to connect with consumers that would make the brand stand out against both niche brands such as Sean John and broader brands like Levi’s.
The agency created the RocPopShop — a 53-foot double expandable trailer which expanded into 1,000 feet of retail space outfitted with features such as leather chairs, suede walls, zebra-wood cabinetry and flat screen TVs.
Over the course of a year, the RocPopShop mobile trailer made 46 stops in 15 markets at music and street festivals, block parties and trade shows. It also was positioned as a standalone event in a variety of locations. During Jay-Z’s BP3 Tour, the RocPopShop was parked in front of his concert venues and offered fans the ultimate concert tailgate party. The tour was supplemented with radio, street teams, online marketing, giveaways and a website, roc4life.com.
At all events, fans were invited into the RocPopShop to watch special concert performances, test their skills at Jay-Z’s recently released video game, “DJ Hero: Renegade Edition,” shop for Rocawear men’s and women’s apparel, and post comments on roc4life.com. Throughout the tour, everyone who made a purchase received a limited-edition RocPopShop shopping bag, among other giveaways.
Over the course of the campaign, 20,000 people toured the RocPopShop. While sales were not a main focus of the campaign, more than 3,000 items were sold.