Khloud Popcorn Pops Up At LAX

Khloé Kardashian's popcorn brand, Khloud, recently executed a unique marketing activation. They set up a two-hour pop-up at the rideshare drop-off and pick-up area at Los Angeles International Airport (LAX). This event was complete with a branded trolley and brand ambassadors offering free samples to arriving travelers.

The choice of LAX was a strategic one. Data from Neustar/TransUnion revealed that the airport has a particularly high concentration of general Lyft users, a key demographic for the brand. This clever move turned the often-dull wait for a rideshare into a fun and memorable experience. The event generated significant social media buzz just as the popcorn began to roll out in airports nationwide.

This activation was more than a simple product giveaway; it was a strategic effort to capture the attention of a highly receptive audience. The free popcorn trolley entertained travelers, addressing 53% of young adults who expect ads to be engaging, according to YouGov’s 2022 Travel and Trends report. Brand ambassadors further amplified this by handing out samples and encouraging attendees to share their experiences online.

How Brands Are Capturing Gen Z’s Attention 

The pop-up's success shows that these events are a highly effective way to meet travelers where they are. According to Expedia’s Travel Trend survey, more than half of Gen Z prefers to travel by plane, further amplifying this activation by targeting this audience in such an impactful way. Airports present a prime opportunity for direct-to-consumer brands to reach a captive audience. By capitalizing on travelers' significant dwell time, brands can increase engagement and receptiveness to out-of-home advertising.

The brand's association with owner Khloe Kardashian was a key driver of its success with Gen Z, a demographic deeply influenced by celebrity and social media culture. Gitnux data found that up to 71% of consumers are more likely to purchase a product with a celebrity endorsement. In addition, YouGov data shows nearly half of this demographic actively seeks out social media content opportunities and are already aware of pop-up events, making Khloe Kardashian's high-profile brand ownership and social media presence a winning targeting strategy.

A Replicable Playbook for Brands

This type of strategic activation is easily replicable for brands across our entire airport network. Pairing a physical pop-up with our in-airport digital and static advertising networks can further boost its effectiveness. Digital and static signage can prime visitors as they arrive, building brand recognition and directing them to the activation. This multi-pronged approach ensures the brand stays top-of-mind throughout the entire airport experience.