Designer Marc Jacobs will create a 'pop-up tweet shop' in London and Amsterdam next week. Customers will only be able to pay through Tweets and similar actions: money has no value in the store.
Customers have to share the #MJdaisychain hash tag through Twitter or Instagram, then show it to the cash register and then the customer will get a Marc Jacobs product. The pop-up store is meant to promote Daisy Dreams, a new Marc Jacobs fragrance.
The brand had just opened a similar store in New York (during Fashion Week) in February. At that time, 13,500 Tweets and 4,300 Instagram photographs were sent, resulting in 770,000 likes and obviously a huge amount of social media exposure for Marc Jacobs.
Marc Jacobs is not the only one with this particular idea. Airline KLM hands out business class upgrades if customers sent tweets, while Nike has several vending machines in New York which accept Nike+ Fuelband payments.
"The brand exposure through social media channels can be worth a lot, especially compared to the cost of a timeline ad", Steven Van Belleghem (expert digital marketing) told De Morgen.