Case study: Marc Jacobs Tweetshop

Inside Marc Jacobs Tweetshop, which was delivered by agency Osman of Cult LDN to promote the brand's Daisy fragrance.

Marc Jacobs Tweetshop
Marc Jacobs Tweetshop


Osman of Cult LDN says that when the agency ran the Marc Jacobs Tweet Shop to promote its Daisy fragrance, a blend of virtual and reality was at the heart of the experience. "Consumers could visit a real-world location, but only interact with it in a virtual way as they 'paid' using social currency - a tweet for a gift," he says.

Customers could purchase merchandise not with money, but by using the hashtag #MJDaisyChain. Inside was a lounge, live photo and Vine booth, drinks and wi-fi, alongside products and samples.

"Consumers' tweets projected on the wall gave them instant gratification," says Osman. "The technology must be a natural extension of the event and not feel like a gimmick or an add-on; this ensures a seamless brand experience."

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