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Old Navy taps social currency with flip-flop vending machines

OldNavy_flipflophooray

From L’Oréal make-up to Sprinkles cupcakes, vending machines are having a moment in New York. The latest? Flip-flops from Old Navy.

From today until June 26, the US retailer will be dispensing rainbow-coloured pairs from 36 machines in both NYC and Los Angeles.

But that’s not all – to get their hands on some, shoppers must first pay with a tweet. Old Navy is willing to give away 9,000 flip-flops, essentially guaranteeing themselves 9,000 social interactions, as reported by AdAge.

The machines (as pictured above with actress Emma Roberts) will change locations each day, which fans can track on the Old Navy Twitter account and by using the hashtag #flipflophooray.

The initiative will conclude with the annual $1 flip-flop sale in-stores on Saturday, June 28.

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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