When Bloom opened its Treat Shoppe pop-up in NYC, the goal was not only to create an unforgettable IRL brand moment — but also to give fans meaningful ways to stay connected.

Bloom launched TYB the same week as the Treat Shoppe as a strategic way to maximize visibility and capture more IRL Bloom fans, providing an immediate path for guests to stay connected inside the app. This was supported by a dedicated on-site sign-up booth, along with several other elements throughout the pop-up designed to foster lasting community beyond TYB.

TYB was intentionally launched as one part of a broader, holistic community-building strategy — complementing Bloom’s existing ecosystem.

Throughout the Treat Shoppe experience, guests were invited to discover TYB and sign up on-site. Launching TYB alongside the pop-up allowed Bloom to:

• Maximize awareness at a moment of high engagement
• Capture in-person excitement in real time
• Create a clear way for fans to stay connected after the event

This approach helped turn IRL enthusiasm into ongoing engagement, supporting Bloom’s multi-layered community strategy.

During the Treat Shoppe week, Bloom saw strong momentum across its community channels — including significant member growth — underscoring how intentional IRL experiences can drive lasting connection.

Drove Bloom to quickly acquire over 13K community members and counting.BLOOM KNOWS BEST. Hear from the professionals.By launching TYB alongside the Treat Shoppe — as part of a broader community-building strategy — Bloom created a clear and immediate way for fans to stay connected beyond the event, while continuing to nurture engagement across multiple channels.

IRL connection paired with intentional digital pathways helps brands extend meaningful community relationships long after the moment ends.