Timberland launched three events around its “Born in the woods. Raised in the City” campaign—a pop-up park, an urban greening project and a concept shop.

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“Experiential marketing allows us to have that one-to-one connection with our consumer and see how they’re responding to our messages,” says Dana Gierka, marketing manager for Timberland. Read more about how the brand engaged with customers around its fall campaign, using a pop-up park, an urban greening project and a pop-up concept store on Fifth Avenue, complete with live birch trees, terrariums, a living green wall and a digital rain room.