Klarna Launches Digital Shopping Pop-Up That Will Disappear After 48 Hours

Ecommerce app offers a unique new way to window shop online

Screenshot of the Smoooth Room
Consumers can enter to win items through Saturday. Klarna
Headshot of Ian Zelaya

On the heels of its first U.S. marketing campaign, ecommerce brand Klarna has launched a digital shopping experience that gives consumers a chance to snag sought-after items for free—but they’ll only have 48 hours to do so.

The Swedish payment app has opened the 48 Hour Smoooth Room, a pink, disappearing digital pop-up selling 15 products from brands including Sonos, Adidas, Mejuri and Fender. The activation is an extension of Klarna’s new “Swedish for Smoother Shopping” campaign, which drives home the theme of easy online shopping with vintage Swedish film clips overlaid with amusing English subtitles.

Klarna CMO David Sandström said entertainment is at the heart of the brand’s new campaign, and the goal with the activation was to provide consumers with shoppable entertainment that’s also interactive.

“With the 48 Hour Smoooth Room, we’ve added a new dimension of interactivity, fun and immersiveness to online shopping,” Sandström said, “where we connect our shoppers to unique items that represent what they’re most passionate about, whether it’s astronomy, gaming, music or streetwear.”

Targeted digital ads will promote products in the room, including Adidas sneakers.

Consumers will be able to discover the room via a series of hyper-targeted digital ads, also running for 48 hours only. Media agency Noble People developed the ad strategy to target specific consumer interests such as fashion, gaming, sneakers and beauty to spotlight the unique items available to win.

The brand worked with creative agencies Mirimar and Wildlife to create the digital experience, which is available on mobile and desktop at smoooth.klarna.com. Consumers can enter to win items including a Sonos speaker set (priced at $1,300), Dyson Airwrap Styler ($550), Anine Bing fanny pack ($600) and Fender Squier in Pink ($400).

Sandstrom added that with this experience, he wants Klarna “to be synonymous with extraordinary shopping experiences and seen as a new, better way to shop.”

The digital shopping experience isn’t the first time Klarna has gotten creative and clever with its marketing in 2020. In April, the brand remotely produced a series of digital drag brunches to support performers impacted by the Covid-19 pandemic.

ian.zelaya@adweek.com Ian Zelaya is an Adweek reporter covering how brands engage with consumers in the modern world, ranging from experiential marketing and social media to email marketing and customer experience.