The activation took place at The O2 Arena in London and Berlin during February, and has also visited Shanghai (30 May), Tokyo (1 June) and Manila (6 June). This week it will take place in Kuala Lumpor (11 June) and Singapore (12 June).
The pop-up aims to highlight the brand’s multi-year licensing deal with singer-songwriter Taylor Swift for limited edition trainers, as well as reinforce Keds as a fashion brand and generate social media buzz.
Kru Live was tasked with providing a team of brand ambassadors to manage and deliver G7’s pop-up store concept, which took place during the European leg of Taylor Swift’s 61-date Red tour, and featured 100 pairs of Keds with Taylor Swift’s imagery from the campaign.
Digital kiosks collected fan information and style preferences for email marketing and provided a ‘spin the wheel’ instant win game to award free shoes, Red tour shoelaces, magnets and discount coupons.
Fans were also encouraged to share poster messages as to what makes them brave and fearless, with photos emailed to participants so they could share them across social media.
Kru Live has so far completed team placements in Shanghai, Tokyo and Manilla on the Red Asia tour, with Kuala Lumpur and Singapore remaining.
Tom Eatenton, Kru Live’s managing director, said the company has been very pleased to have been recommended to G7 by agency George P Johnson, one of Kru’s clients, and has successfully developed a worldwide partnership following the strength of its European support.
"This programme of events truly demonstrates the capability of our international offering through our reliable collective network," he added.
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