Peak Performance gives away clothes through virtual pop-ups in rural locations

by: Lucinda Southern on 19 March 2015

The sports brand is celebrating the Magic Hour, encouraging athletic types to visit inspiring rural location for free clothes

With more exact location targeting and reliable 4G connection, brands are able to explore new opportunities when reaching people. In retail this is seeing some interesting executions with beacon technology, but it’s not without its concerns of cluttering up our phones with notifications.

Taking this outside in a new campaign is outdoor sports brand Peak Performance, which is using a number of rural locations to create virtual, temporary stores and give away free items from its Spring / Summer collection.

The locations include mountain tops in Sweden, Lac Blanc in Chamonix as well as Thailand's Black Mountain Golf Club, and when people use their smartphones in the correct location the pop-up shop is unlocked, people can view the items of clothing, redeem their voucher for the free items.

Phone users are only able to purchase the clothes during Magic Hour, the periods just before sunrise and before sunset, so the campaign is encouraging athletes to go out at these times, targeting, according to the company, trekkers, cyclists, ramblers and walkers.

Created by agency Perfect Fools, the mobile-first site CatchMagicHour.com, shows the ‘shop’ opening hours, the distance and the collection catalogue with the number of items that are still left to claim. Phone users at the right locations during other times of the day will only be able to see previews of the clothes.

Launching today (19th March) the activity will run for a month, after which we’ll be sure to follow up on how people have been engaging.