A pop-up store without a cash register? Marc Jacobs has launched an interesting campaign that combines offline and the digital world. Companies are always looking for new campaigns that create an interface between social networks and the real world.
The Marc Jacobs Tweet Shop is a good example of this. Interested customers cannot buy and pay for products in the store. They are rewarded for sending tweets and Instagram photos. To get a reward, the post must include the hashtag Der Tweet Shop von Marc Jacobs ist hierfür ein gutes Beispiel. Interessierte Kunden können im Laden keine Produkte kaufen und bezahlen. Sie werden für das Verschicken von Tweets und Instagram Fotos belohnt. Damit man eine Belohnung bekommt, muss der Beitrag den Hashtag # MJDaisyChain is included. The tweets and Instagram photos are then shown to staff and various gifts are then handed out in return.
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To ensure that customers also make an effort, a handbag will be raffled off among all participants.
Pop-up stores are supposed to provide an experience and this experience is digitally distributed by customers. Customers who visit the store are happy to receive a gift and Marc Jacobs benefits from the shared content on social media.
And here we are opening night of the And here we are Opening night of the @ marcjacobs Pop Up Tweet Shop. Well done Pop Up Tweet Shop. Well done @ MashStudioNYC @ NativeLDN # MJDaisyChain pic.twitter.com / UI9BmF8WRm
Tweets and Instagram photos are easy to create, provide visibility on the web and bring more interested customers to the pop-up store. Marc Jacobs continues on Twitter and Instagram. Facebook is not explicitly named. This is a sign that Facebook hashtags are still being used very timidly by companies and that expectations are not high. Personally, we would leave the user free to choose and include any network. Instagram is often connected to Facebook, Vines are tweeted, and anyone who wants to use Google + should have the opportunity to do so.
We like the action very much. Marc Jacobs offers something to its customers and receives user contributions in return. Offline meets digital and both sides benefit.