In the real world, a Marc by Marc Jacobs tote would set you back about $450. In the wacky bizarro world that is New York Fashion Week, however, it may cost you approximately 140 characters.
This February, Marc Jacobs is launching a pop-up store for its Daisy Marc Jacobs line, which will offer shoppers goods in exchange for promotional tweets, Facebook, or Instagram posts. From Feb. 7-9, the store is giving away fragrances and accessories to anyone who tags a tweet with the hashtag #MJDaisyChain, all to the tune of precisely zero dollars.
The Daisy Marc Jacobs pop-up shop will also feature a lounge, photo booth, food, drinks, and Wi-Fi. Authors of the more creative tweets and posts will also have the opportunity to nab the more choice items in Jacobs’ accessories line.
This is not the first time a high-end fashion line has used unorthodox social media marketing techniques to promote a new line. Recently, the California-based brand Tommy Hilfiger announced they’d be rolling out a #tommyfall14 hashtag to promote their runway show, including a meetup for Instagrammers during the show.
But it’s probably the first time shoppers have been encouraged to use social media as a form of currency, rather than the wads and wads of hard cash usually required to purchase an MJ accessory. It’s unclear whether retweets or favorited tweets are worth more than regular ones, or how valuable this publicity actually is to the brand. Better to not ask too many questions and just sit back, tweet, and enjoy the free designer handbag.
H/T Fashionista | Photo: Flickr, via Kerry Lannert