COTY/Marc Jacobs was recently awarded the 2014 CLIO Image Award for Experiential Engagement. The entourage of Clio Award winners included brands that delivered campaigns about making love, making out and virtual kissing; images of freaky dolls and funky tailors; and ways to share social currency and running energy.
So, how does a pop-up shop project and extend a brand into a user generated conversation?
The COTY/Marc Jacobs idea allowed fans and customers to pay with tweets or instagrams. It didn’t matter how many followers you had, or your klout score rankings, all one had to do was participate. “Anyone with a smartphone can do it…That’s what I love about it. “ as quoted from a guest shopper by The NewYorker. By snapping photos and posting messages with the hashtag #MJDaisyChain, visitors were awarded with Marc Jacobs-branded gifts at the Tweet (aka checkout) counter.
For this Fall-Winter Fashion Week 2014 Pop-Up experience, Mash+Studio & Native LDN tapped Lionesque Group for the first beauty-industry pop-up shop that only accepted social posts as currency. The ambience was girly but slightly provocative, with graphite-and-watercolor paintings by the artist-model Langley Fox and beats curated by DJ Jilly Hendrix.
The photo booth, along with other aspects of the space, were co-created with our design partner Albert Cheung (under the creative direction of Mash+Studio), and incorporated realistic grass, wood stumps and a backdrop image from Daisy Marc Jacobs’ new ad campaign. The finished booth allowed visitors to physically step into the lifestyle of the brand and generate their own ad for their social media followers, and selfies (solo and group) were taken and posted by the second.
Over its three-day run, the Tweet Shop garnered thousands of social posts, created 40+ million impressions, and was covered by dozens of top-tier media publications, including Elle, Vogue, TIME Magazine and Mashable, and furthered the incredible reach of the Daisy Marc Jacobs brand.