High fashion brand Marc Jacobs is opening a popup shop where your traditional money has no value. The designer is setting up the Marc Jacobs Daisy Tweet Shop, at which customers pay for Jacobs products by posting on Instagram, Facebook, or Twitter. The shop is accepting social currency — a tweet, Instagram or Facebook post tagged #MJDaisyChain — in exchange for goods.
The shop will be open Feb. 7 to 9, coordinating with the release of a new print campaign for Daisy, and it does sound like fun, however much an engineered promotional storm it may be.
I don’t think this has ever been done before. Social media has continued to be a very important of reaching out to consumers and any target audience whether it is for music, fashion, lifestyle and more. The effect and advantages of using social media as a marketing strategy continues to rise unbelievably.
Late last year for instance when Beyonce released her self titled visual album with absolutely no marketing whatsoever, Social media and her fans did enough publicity for her that the album became a hit. So it seems wise that Marc Jacobs is using Social media as a means of marketing for his pop-up shop. Just imagine if for the few days the pop up shop will be up the thousands of people willing to get in on the action with just a hashtag. Even though Marc Jacobs is not accepting money, his products will still get their monetary equivalent value.