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Banana Republic surprises New Yorkers with #sharehappy deliveries

Banana Republic brought happiness to New Yorkers today – literally – with a social-media-meets-real-world campaign that saw surprise deliveries sent all around Manhattan.

Tied to the promotion of its new Marimekko collaboration collection (launching online and in stores on Thursday, May 22), the US retailer invited its following to tweet with the hashtag #sharehappy to be in with the chance of sending a special treat to a friend. Users were directed to Sharehappyny.com to fill out a short form with their own name, email address (nice data collection there) and the address of their buddy.

All over Manhattan deliveries of cupcakes from Baked by Melissa and balloons were then made, accompanied by a little notecard saying: “Here’s a little something to make you smile.” Recipients were also encouraged to tweet and share the love with a “pay it forward to someone you love” call to action.

The likes of Olivia Palermo and Eva Chen also got involved, sending back snaps of themselves with their goodies. Check out some of the content below, including a Wear Happy video for the Marimekko line at the bottom…

Sharehappy_bananarepublicSharehappy_bananarepublic1sharehappy_bananarepublic_bikes

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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