How to sell a pop-up shop

Another part of the campaign featured pop-up shops with exclusive merch and Brie and Franco in attendance. According to Parkes, thousands of fans showed up waiting in line for hours.

The limited-edition merch included a body saw, hair floss, the joint hoodie Brie and Franco wore to the Yankees game, a sculpted finger bowl, and conventional items such as vinyl records and t-shirts. There were also things like rat king-shaped air fresheners that Parkes said were intentionally made to smell bad.

“The exciting stuff lives on the fringes,” Parkes said. “It lives on the edges. It doesn’t live in the middle. The middle is inherently boring for us. We like to live on the outside a little bit. That’s where things get more interesting, and, ultimately, that’s what audiences want.”