Laundromats popping up at music festivals

Continuing the tradition of using shipping containers to house all things pop-up, a spotting from the Netherlands caught our eye. At music festival Lowlands, which took place this weekend, jeans brand Wrangler offered festival goers a much needed service: laundry. And at 18 meters wide and 9 meters high, the Wrangler Laundromat was hard to miss. People dropped off their mud-encrusted laundry and were sent a text message the moment it was ready. No spare change of clothes? Wrangler came up with a generous solution to that problem, too: they handed out black overalls to anyone who used the laundromat. Like most other pop-up ventures, Wrangler Laundromat is an exercise in experiential marketing, aimed at surprising and delighting consumers in a way that magazine ads or TV spots usually can’t. (Related: pop-up nightclubs in Australia and Spain.) Wrangler isn’t the only brand to have tackled dirty laundry at pop festivals. In Slovenia, home appliance manufacturer Zanussi-Electrolux has been offering free laundry services at Rock Otočec for several years and has cleaned thousands of muddy t-shirts and jeans. After picking up their spotless garments, visitors are given a “Dear Mom, I’m clean” postcard to send home. All of which makes for a fun and memorable example of tryvertising: letting consumers try out your product in a relevant setting. Websites: www.wrangler.nl / www.lowlands.nl and www.zanussi-electrolux.com / www.rock-otocec.com Spotted by: Lieke Veld & Maja Hosta