Amplifying the ephemeral buzz of the best pop-up experiences, US streetwear brand Anti Social Social Club (ASSC) recently partnered with product release app Frenzy (created by Canadian shopping platform Shopify). The LA event required fans to check-in to a physical location at a specific time to purchase a limited-edition sweatshirt online.
Playing on the strong underground nature of streetwear culture (see Counter-Commerce: Anti-Brand Solidarity in Renegade Retail), pre-launch fans had to solve clues to access event info. Billboards across the city featuring the ASSC logo included a telephone number which, when dialled, revealed a Morse code. The most tenacious super-fans had to learn traditional Morse code in order to decipher the details.
On June 10 at 12pm, ASSC’s product-free ‘drop zone’ arrived in LA’s Elysian Park. Frenzy users had to be within the zone to purchase the $88 Frenzy x ASSC hoodie (the app pinpointed their exact location). On entering the zone, the app granted automatic log-in, triggering the product to appear on-screen. Users simply selected a size, and checked out via Apple Pay.
Notably, the app also includes a countdown timer – subtly increasing the hype without spoiling the satisfaction of not having to wait in line. It also introduced a key sense of camaraderie, with many fans turning up early.
For more on youth-targeting physical/digital concepts, see Social (Media) to Store and look out for Destination Teen, publishing on July 13. For more on retail where endurance is key to the allure, see Nike Promo Makes Fans Earn Sneakers.