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Editor's pick social media

Marc Jacobs launches digital-themed fragrance pop-ups in London

Daisy Dream Capsule

Marc Jacobs is sparing no effort to promote its fragrances in London at present. The all-new Daisy Dream scent has been supported by both an online competition and an offline interactive Dream Room, while the Daisy fragrance theme at large will play host to a pop-up Tweet Shop in Covent Garden later this week.

The online Daisy Dream Capsule works like this: users can choose four images out of a selection on the dedicated website. These are then added into a square frame that carries the hashtag #MJDaisyDream. The resulting collage, which slightly resembles a polaroid, represents the ‘dream capsule’. After entering one’s country, name and email, the capsule can be submitted and shared on Facebook, Twitter, Pinterest or Tumblr.

An intermediary step involves the opportunity to opt in to a competition, of which the grand prize is a three-day trip to New York City that includes a £500 shopping spree.

The Dream Room (as below) that was open in London’s Westfield until July 30 with the help of Fuse Sport & Entertainment and ClinkClink, served as an offline extension of the Dream Capsule website. Set in the atrium of the shopping centre, it was designed to fully immerse consumers into the ‘Dream’. Shoppers were able to upload their Dream Capsule directly from the space via iPads and were offered souvenirs of the experience in the form of cloud-shaped cookies and photos.

MJ Dream Room

The second campaign, a pop-up Tweet Shop, will open its doors in London for the first time on Friday August 15 until Sunday August 17, at 4 East Piazza, Covent Garden. As per the teaser below, shoppers will be able to purchase items with social currency by using the hashtag #MJDaisyChain – no card or cash accepted. The more creative effort they put into their post – from a simple text through to an image, or even a Vine video – will lead to greater prizes, including the chance to win a Marc Jacobs handbag each day.

The space will also feature Daisy-themed artwork by Langley Fox, a Marc Jacobs nail bar, as well as a live Daisy photo booth and Vine booth.

This is not a new concept for Marc Jacobs; the brand opened a Tweet Shop in New York back in February to mark New York Fashion Week. Like the London version (already), this launch was preceded by an enormous amount of press coverage and hype ahead of opening.

The premise in reality, is actually a very simple and effective way to build social engagement while simultaneously ensuring a following around a pop-up physical space. In fact the locations in which both campaigns have been executed were well thought-out. Westfield and Covent Garden not only enjoy exceptionally high footfall, but are prime areas for tourists – the latter especially is becoming increasingly known as a go-to destination for beauty retail, following the launch of dedicated boutiques from the likes of Burberry and Chanel.

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social media

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.

Categories
digital snippets social media

Digital snippets: Michael Kors, Rebecca Minkoff, Vivienne Tam, Marc Jacobs, Zac Posen

From New York to London, and everything in between, here’s a mega round-up of all the latest stories surrounding fashion and tech…

MarcJacobs_mjdaisychain

  • Rebecca Minkoff gives inside look at fashion week with Keek app [Mashable]
  • Vivienne Tam’s WeChat partnership delivers NYFW front-row access [Jing Daily]
  • Marc Jacobs opens fashion week pop-up that accepts Tweets as payment (as pictured) [Fashionista]
  • Zac Posen curated a Spotify playlist for his new lookbook [Styleite]
  • Alexander Wang showed colour-changing clothes during fashion week [Technical.ly]
  • Warby Parker tops list of top 10 retail innovators [Fast Company]
  • London Fashion Week: Nokia and Fyodor Golan create ‘world’s first’ smart skirt [Marketing]
  • Net-a-Porter puts its fashion sense on paper in new print magazine [BrandChannel]
  • Miu Miu unveils ‘Spark and Light’ short film [WWD]
  • Sass & Bide launches 360-degree shoppable ad [PSFK]
  • Bloomingdale’s hosts live-styling event on Instagram to drive interaction [Luxury Daily]
  • The new Moda Operandi app is like Tinder for designer clothes [NY Observer]
  • Instagram is shaping up to be the world’s most powerful selling tool [Forbes]
  • Seven ways retailers are embracing tech, from body scanning to digital wallets [AdAge]
  • What’s so alluring about a woman known as Man Repeller? [NY Mag]