Social media channels like Twitter and Instagram are generally used for sharing stories, knowledge, experiences and photographs. But what if you could also use them as a means of payment? Fashion designer Marc Jacobs had the brilliant idea to use tweets and #hashtags as social coinage to promote the new Marc Jacobs fragrance Daisy Dream.
Tweet Shop
Following in the footsteps of New York, London and Berlin, Amsterdam is now hosting the newest campaign. Last Wednesday the window of De Bijenkorf in Amsterdam was magically transformed into the Marc Jacobs Tweet Shop.
In this beautiful pop-up store, filled with ‘daisies’, visitors could make their own fun photographs in the photo booth and share them on their Twitter or Instagram account. In return for posting a creative text and including hashtag #MJDaisyChainAMS they then received cool Marc Jacobs goodies. What’s more, each hour the best Tweet was chosen and awarded with fabulous Marc Jacobs fashion items like a Marc Jacobs bag, sunglasses or jewelry.
PP hostesses Britt, Tessa and Elviëra have been in the Tweet Shop in the past four days, welcoming visitors and telling them about this promotional campaign. They also acted as the jury of the Marc Jacob Tweets.
Creating a buzz
Two weeks before the opening of the Tweet Shop, several male hosts of Promotion Partners went to visit various media companies as Daisy Boys to generate a little pre-buzz around the hashtag #MJDaisyChainAMS and the upcoming Tweet Shop. These gentlemen visited the editorial teams of Grazia, Marie Claire, Glamour, Vogue, and LINDA among others.
The centre of Amsterdam was also treated to some pre-event buzz in the weeks before the Tweet Shop opened. During the Street Stunt the Daisy Boys were out in the streets, surprising passers-by with a gift of a perfect daisy each and so to spread little glimmers of love and happiness!
Marc Jacobs Daisy Dream
While this is a playful and unique way to draw attention to the new fragrance of Marc Jacobs, where can this new perfume be purchased? The sales promoters of PP are going to be at De Bijenkorf stores of Amsterdam, The Hague, Rotterdam and Eindhoven until the end of the month, as well as at various Douglas and ICI Paris XL stores, to provide information about the new fragrance and get shoppers excited about this wonderful perfume!