fashion week

Marc Jacobs' NYFW Pop-Up Employs Power of Social Currency

Posted by Sheila Shayon on February 7, 2014 02:47 PM

Pop-up shops are nothing new, but Marc Jacobs‘ fragrance division is using Fashion Week to launch its Daisy Marc Jacobs Tweet Shop with a twist—social currency only, please.

Located in New York’s SoHo neighborhood, a tweet, Instagram or Facebook post tagged #MJDaisyChain can be exchanged for goods including fragrances and accessories at the store, while the best Instagram photo of the day wins a coveted handbag.

"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," said Lori Singer, VP marketing for Marc Jacobs. 

"Marc Jacobs is really active on social media and Daisy is one of the fragrance brands that triggers the highest engagement among fans," she added. "We have seen people creating drawings and stage mood shots featuring the iconic bottle, so engagement of the fans is already there."

A similar effort was made by Kellogg's Special K brand back in 2012 in London. There, the brand handed out samples of its new Special K chips at a special pop-up store in exchange for a tweet. 

In the Daisy Tweet Shop, the latest tweets and Instagram photos with the #MJDaisyChain hashtag will be projected on a large wall that is updated every 30 seconds, and customers can enjoy free manicures and use the Daisy photo booth to take selfies.

Ahead of the pop-up shop, Marc Jacobs staged a "Daisy Day" on Jan. 28 in New York, London and Berlin where it handed out Daisy-scented daisies to passersby. The brand also debuted a new commercial directed by Sofia Coppola. 

The brand activations are just the latest from the high-end designer, who recently cut ties with Louis Vuitton after 16 years to concentrate on his own namesake brand—but not for long. Jacobs, known for distate for sameness, told W magazine that he's "always hated" his line's name and plans to change it soon. 

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