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Marc Jacobs pop-up shop takes tweets, Instagrams for payment
By Samantha Murphy Kelly
This post was originally published on Mashable
Marc Jacobs has opened the doors to his Daisy fragrance pop-up store in Manhattan, but unlike other retail locations, no money will be exchanged. Instead, you can walk out with products in exchange for sending tweets, Instagram photos and Facebook posts.
Called the Daisy Marc Jacobs Tweet Shop, located in the SoHo neighbourhood, the concept store is embracing "social currency". By snapping photos and posting messages with the hashtag #MJDaisyChain, visitors are awarded with Marc Jacobs-branded gifts when exiting the store.
This ranges from perfume and necklaces to even purses (the best Instagram photo of the day will win a handbag). Each visitor then visits the front counter to receive a gift.
"Over the years, the Daisy brand has built a considerable following in social media, and to us, 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," Lori Singer, VP of marketing for Marc Jacobs, said.
The store is open to the public from February 7 to February 9. Its arrival also coincides with the start of New York Fashion Week.
The concept stems from a conversation the brand had with Facebook, which identified it as one of the top fragrances engaged with its followers on the site. Marc Jacob's Daisy fragrance isn't the most followed on Facebook, but its fans are among the most loyal - from posting about the brand to even drawing pictures that represent its message and style.
"Marc Jacobs is really active on social media and Daisy is one of the fragrance brands that triggers the highest engagement among fans," Singer said. "We have seen people creating drawings and stage mood shots featuring the iconic bottle, so engagement of the fans is already there."
Adorning the walls is Daisy-themed artwork by Langley Fox Hemingway (a friend of Jacobs), while a large projection highlights the latest tweets and photos posted with the #MJDaisyChain hashtag. The wall is updated every 30 seconds.
Customers who step into the Tweet Shop can also get free manicures, take selfies in the Daisy photo booth and, of course, check out the new line of Daisy products.
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