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Topshop connects physical and digital worlds with #trickortweet Halloween campaign

Topshop is introducing the idea of tweets as currency this Halloween by inviting shoppers to take to Twitter while in store in exchange for certain make-up products.

Part and parcel of the British retailer’s #trickortweet campaign which celebrates its new Witching Hour collection, the initiative will see select flagship stores hosting a special “Tweet Shop” where the online-meets-offline experience will take place.

Trick or Tweet-themed backdrops and posters will be made available for consumers to take a twitpic of themselves in front of.

Fans away from the store are also invited to tweet to @Topshop using the hashtag with their favourite Halloween style tip or a twitpic of their Halloween outfit anytime between October 26-31. The same is being pushed across Instagram.

“We love the idea of using Halloween to connect our digital and physical worlds. We know our customer moves seamlessly between the two and we want to make that experience even more fun for them and drive conversation in our community around a moment that everyone wants to be a part of,” says Justin Cooke, CMO of Topshop.

Topshop will send back personalised thank you messages to entrants, with the best tweets each day winning £100/$150 gift cards.

Prizes will also be given in store to those dressed in the best Halloween-inspired outfits during the “witching hour” of  5pm-6pm on October 27 and 31. Further activities will include complimentary make-overs and a number of DJ performances.

Participating stores include Oxford Circus, Manchester Arndale, Liverpool, New York, Las Vegas and Chicago.

By Rachel Arthur

Rachel Arthur is Editor-in-Chief of Current Daily, the leading news source for fashion, retail and innovation, and the co-host of its weekly Innovators podcast. She otherwise serves as Co-Founder and Chief Innovation Officer of Current Global, a transformation consultancy driving growth within fashion luxury and retail. By background she is an award-winning business journalist and consultant, contributing to titles including Wired, Forbes and Business of Fashion.

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