To drive consumers to its two pop-up shops in New York City this holiday season LittleMissMatched the lifestyle brand that started out with its signature miss-matched three-pack of socks hit the pavement with branded ice cream carts to get the word out. The pink-and-orange branded carts with umbrellas made up of hanging socks and flip-flops pay homage to the city’s smorgasbord of street food vendors that push carts with everything from hot dogs to tamales daily. The ice cream carts are positioned near the pop-up shops as well as at Grand Central Terminal FAO Schwarz and other locations. Brand ambassadors handling the carts distribute promotional cards announcing the pop-ups and additional brand information.
At the pop-up shops—open through Dec. 31—consumers can pick from the brand’s best selling items like socks shoelaces purses pajamas and more. “It’s a cohesive brand experience and it’s not just to buy our stuff ” Jonah Staw LittleMissMatched co-founder and ceo told Buzz. “Our customers are super evangelizers so it’s really about telling our story and building the brand in their eyes so they can own a share of it and tell their friends and community.”