For five seasons, the Rose family hilariously navigated newfound poverty in Pop TV’s Canadian sitcom, Schitt’s Creek.
But before the series enters its final season on Jan. 7, Pop is bringing the town to life through its very first interactive pop-up experience, held Nov. 22-24 in Los Angeles and Dec. 13-15 in New York City.
“From the very beginning we knew we had something special with Schitt’s Creek,” Melissa Stone Mangham, SVP marketing and brand strategy at Pop TV, told Daily Brief. “And that feeling stemmed not only from the incredible characters and storylines, but also from the town of Schitt’s Creek itself. It has always had a life of its own.”
That sparked the idea for the pop-up, which allows fans to explore the Rose Apothecary, browse Cafe Tropical’s massive menu, see Moira’s eccentric assortment of wigs, and more.
“As a cable network, we knew we needed to create something unique that could give fans value beyond traditional marketing and give them their very own content to share,” said Caroline Wilson, VP integrated marketing and partnerships. “By bringing Schitt’s Creek to life, we were able to create something truly interactive and socially shareable for all our passionate fans.”
The experience launched just days after Pop released the first teaser for season six (above). Although the pop-up featured elements from past seasons, Pop aims to celebrate the series’ legacy while sparking excitement in a “more organic and grassroots way,” Stone Mangham said.
“Schitt’s Creek is a brand-defining show for our network, so it was really about giving the show a proper send-off that celebrated the fans who have helped us build the show to its current success,” Wilson said. “We also wanted to promote the show in a totally different way than we have over the past five seasons and really bring it to life for our fans.”
“We had been ideating in so many ways over the past five years on how to really bring the town to life for its fans…” Stone Mangam said. “This season was the perfect storm of the best brains at Pop along with the best partners coming up with the perfect way to make Schitt’s Creek a tangible thing that fans could put themselves into.”
Reservations for the forthcoming New York City pop-up are closed; however, fans are invited to participate virtually through Pop’s social media channels. Season six of Schitt’s Creek premieres Jan. 7, 2020 on Pop.