Popups as Marketing Gold: Tapping into Consumer Psychology for Marketing Wins
Popups are appearing everywhere, and they’re proving to be more than just a fun night out – they're a brilliant marketing strategy. Whether you’re launching a new product, building brand awareness, or just creating buzz around a concept, popups give people a reason to get excited, share on social media, and feel like they’re a part of something exclusive.
Take Spritzery in downtown Pittsburgh, for example. This Aperol Spritz-themed popup bar has been making waves all summer long. Nestled right at the corner of Penn Avenue, Spritzery capitalized on two things that people in and outside the city love: summer vibes and Aperol spritzes. The timing was perfect – nothing says summer like a refreshing spritz, and Spritzery made sure to bottle that seasonal magic. By creating a limited-time experience, they turned a simple bar into a must-visit destination for both locals and visitors. The exclusivity, combined with the themed decor and Instagrammable moments, gave people a reason to talk about it – and share their photos.
Spritzery isn’t just about the drinks; it’s about the entire experience. From the bright, Euro-summer aesthetic to the outdoor seating area, everything is designed to immerse guests in a mini vacation, without ever leaving the city. The result? A popup bar that’s buzzing with energy, while also functioning as a powerful marketing tool for both the brand and the surrounding businesses. The social media shares, word-of-mouth buzz, and packed bar tops? All signs of a marketing win.
But it doesn’t stop there – the Mamma Mia popup bar at Barcadia opened in Market Square on September 13th. Barcadia transformed into a Mamma Mia-inspired wonderland, complete with ABBA hits, Mediterranean decor, and, of course, themed cocktails. This popup hit the ground running on their digital marketing strategy weeks before opening, employing influencers such as Ana Eats PGH to make content promoting what looks to be a great night out in the making. The buzz surrounding this limited-time theme isn’t just driving visitors to the popup, but also getting people excited about Barcadia as a venue.
What makes popups such a powerful marketing tool? They create FOMO (Fear of Missing Out), for one. Knowing a popup is temporary pushes people to act fast – whether it’s buying a ticket, booking a table, or showing up the first weekend it opens. Plus, themed popups like Spritzery and Mamma Mia (despite both being 21+) create sharable moments that naturally encourage social media engagement. A good setup practically begs to be posted on Instagram or TikTok, driving organic, user-generated content that promotes the event for free. And since these popups are short-lived, there’s a constant sense of urgency and excitement in the air.
From a consumer behavior perspective, popups are an incredibly smart way to engage potential customers. The Consumer Decision Process – which includes stages like Problem Recognition, Evaluation, and Purchase – is fast-tracked in popup experiences. Additionally, individual determinants like attitudes, motives, and social personality are key in driving participation. Consumers are often motivated by the social validation of attending trendy, sharable events. Meanwhile, external factors like culture and generational nostalgia (cue Mamma Mia) play into why themed popups resonate with different audiences, sparking interest and action.
Ultimately, popups like Spritzery and Mamma Mia are more than just fleeting fun – they create FOMO, build brand loyalty, and generate social buzz. By tapping into consumers’ behaviors and desires, they turn temporary experiences into powerful, lasting marketing strategies.
