Marc Jacobs is known for designing what’s stylishly current and now he’s defining social currency. Last week, the popular designer put up a pop-up store for his Daisy fragrance in New York City’s SoHo neighborhood, but he gave it a social media twist by only accepting Twitter tweets, Facebook posts, and Instagram photos as payment. Mashable.com posted the details on whether this social pop-up paid off.
Shoppers were in store for a treat, as well a tweet, when they walked into the Daisy Marc Jacobs Tweet Shop last week. They learned that the only ways to purchase the fragrance were by posting photos and social media messages with the hashtag #MJDaisyChain.
Visitors could win Marc Jacobs accessories, perfumes and jewelry just for posting their photos, with the best Instagram photo each day winning a handbag. Shoppers could also preview the latest Daisy products, get free manicures and even take selfies in the Daisy photo booth. And all visitors were given a gift upon leaving the store.
The pop-up was only open last weekend, but it was stunningly styled with Daisy-themed artwork by Langley Fox Hemingway and a large projection screen that displayed the latest tweets and photos posted to the #MJDaisyChain hashtag.
Commonly coined “social currency,” this style of commerce is right on trend with our reliance on social media and its phenomenal power to build brands. And with designers vying to make an impression during New York Fashion Week, the Daisy Marc Jacobs Tweet Shop was perfectly timed to generate buzz for the brand and reward the loyal Facebook followers who consistently post about the perfume.
“Marc Jacobs is really active on social media and Daisy is one of the fragrance brands that triggers the highest engagement among fans,” said Lori Singer, group VP of global marketing for Coty Prestige, the licensor of Marc Jacobs’s fragrance. “The whole undertaking is a way to say a big thank you to the people who love Daisy and are constantly finding creative ways to show their affection for the brand.”
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Written by Michael Del Gigante