This isn’t the first time we’ve seen this concept. Kellogg’s did it last year in London and it’s really the manifestation of two trends – social media payment and pop-up stores. And technically, you’re not really “buying” anything, you’re getting a free gift, which legally, they probably have to hand you anyway if you just ask for it.
People who have been writing about the shop say that a Facebook post will also get you your free perfume sample. But the instructions seen here (Photo: Racked New York) clearly state Instagram or Twitter sharing only.
A quick look on Twitter leads you mostly to Instagram images so that’s a win-win for both networks. Actually, the majority of Tweets I came across were from people sharing the news story, not sharing to get their gift.
In addition to perfume samples, the Marc Jacobs Shop is also giving away hourly prizes including pricy handbags. And if you don’t win, you can still get a free manicure.
Here’s caseybrown_ doing exactly what the marketers hoped she would do. She had someone snap a photo of her and her friends, included the Marc Jacobs daisy, then uploaded it to Instagram with the #MJDAISYCHAIN hashtag. Then she pushed that out to Twitter where I found it.
But it doesn’t stop there. A curious follower asks how it works and she exuberantly and naturally explains everything. That’s marketing gold right there.
They also were lucky enough to get Tweets from celebs like The Vampire Diaries and The Originals star Phoebe Tonkin.
— Phoebe Tonkin (@1PhoebeJTonkin) February 7, 2014
269 reTweets and counting.
At the heart of it, the Marc Jacobs Daisy Tweet Shop is nothing more than a promotional giveaway booth. We’ve seen them before millions of times. But by adding the social media twist, they’ve turned a typical promo into a news story.
How are they doing? Here’s the 24-hour trend graph from Hashtags.org.