Dive Brief:

• Nickelodeon will open a "Good Burger" pop-up burger restaurant on July 10 to help promote its "All That" TV series, which will return on June 15, according to a press release. "All That," a sketch show for kids, aired from 1994 to 2005 on Nickelodeon, and Good Burger was a popular sketch that inspired a feature film spinoff.
• The pop-up will be located at 7100 W. Santa Monica Blvd in Los Angeles, the former home of "Saved by the Max," a pop-up restaurant inspired by the 90s sitcom, "Saved by the Bell." The Good Burger pop-up will feature series-related menu items, service experiences, merchandise, games and more. 
• "Immersive nostalgic experiences continue to be something fans really clamor for; and we know our execution with The Max spoke for itself," Derek Berry, a partner behind Saved by the Max, said in the announcement. Tickets for the Good Burger pop-up will be on-sale beginning June 17.

Dive Insight:

Nickelodeon's Good Burger pop-up fits into several current marketing trends. The popularity of experiential marketing among millennial consumers has helped propel the pop-up restaurant phenomenon, particularly to promote the streaming TV shows that are popular with the demographic. Amazon, for instance, resurrected New York City's famous Carnegie Deli last December to promote the second season of its New York-set series, "The Marvelous Mrs. Maisel." Similarly, Baskin-Robbins has teamed with Netflix to promote the third season of the popular 1980s-inspired science fiction series "Stranger Things" with an ice cream truck inspired by a location in the series. 

Nostalgia is a key factor in these campaigns. "All That" — and the cult classic "Good Burger" movie — is a cultural touchstone for millennial consumers, some of whom have children that will be old enough to watch the relaunched version of the show. Fond memories aren't even required for nostalgia-driven campaigns. In yet another "Stranger Things"-related campaign, Coca-Cola is bringing back its infamous New Coke product. New Coke debuted — and flopped — in 1985, the year the new season of the show is set. 

Experiential activations like pop-up restaurants allow for deeper consumer engagement, and the possibility of viral, user-generated content that can boost the effort across social media. Brands have taken to the trend, with Kellogg's operating a New York cafe that frequently changes themes, and Frito-Lay brand Flamin’ Hot Cheetos opening a pair of restaurants.