DSW Wraps Its Shoemergency Pop Up Tour After Rolling a Glambulance Through Five US Cities

Inside the Shoemergency® Pop Up Tour To promote its Shoemergency® platform, DSW hit the road with a traveling pop up housed in a customized “glam bulance,” playfully riffing on the urgency of a true emergency call.

Over several weeks, the vehicle popped up in LA, NYC, Nashville, Philly and Dallas, anchoring localized activations built around surprise shoe fixes, style advice and content creation.

At each stop, the tour extended DSW’s brand promise of being there “when shoe emergencies strike” whether that meant blisters, broken heels or a last minute outfit change and directed consumers back to the full assortment and service options available via dsw.com and stores.

A campaign built on real life mishaps The pop-up is part of a larger Shoemergency® campaign fronted by comedian Heather McMahan, who stars in episodic content where everyday scenarios spiral into shoe disasters…