Great Brand Experience: Marc Jacobs tweet shop
Although New York Fashion Week hasn’t even started yet, high-end fashion house Marc Jacobs is already the talk of the event.Thanks to this great planned brand experience – the Marc Jacobs Tweet Shop. As part of New York Fashion Week, Marc Jacobs plans to open an experiential pop-up shop where standard currency will have no traditional value. Instead, the pop up concept store will allow shoppers to pay for items using tweets, Facebook posts and Instagram snaps, ensuring that fans will spread the word online by using the hashtag #MJDaisyChain.
To encourage social media activity and spread the word about the new fragrance, the Tweet Shop has been designed to be a welcoming place to spend time, not just browse with features such as a comfortable lounge, food, drinks and Wi-Fi. Posts across a range of social media platforms, including Twitter, Instagram and Facebook are all encouraged and there will also be incentives and competitions where Marc Jacobs’ accessories will be given away to increase the amount of social impact and to enhance the brand experience.
While posting a picture to Instagram, twitter or Facebook costs shoppers nothing but their time; it will ensure Marc Jacobs a surge of attention across social media platforms. With this nice mix of live action and a quirky route to purchase propelled by online chatter Marc Jacobs intends to create a full-bodied experiential campaign that will get people talking in February.
If you like the idea of this campaign, take a look at the Starbucks’ Starbucks’ Tweet-a-Coffee campaign, where social media users could buy a coffee with a mere tweet! Or what about YrStore – a pop-up retail experience with a digital twist?
With nearly 30 years of marketing experience, both client and agency side, I’ve acquired a rare perspective on brands and business: I believe you have to challenge things creatively if you want to grow sales. Consumer technology is reshaping our world, and it’s only the great brands that stay on the crest.