Following the exciting launch of Marc Jacobs’ pop-up ‘Tweet Shop’ in New York this February, the floral fragrance giant finally made its way across the pond to London last week, with its very first UK tweet boutique opening in Covent Garden. Hosted in the East Piazza, I was lucky enough to make a fleeting visit myself as staff quietly prepared for an influx of fragrance fans on Friday morning.
The innovative campaign, entitled #MJDaisyChain, was inspired by the same concept as its Broadway predecessor, and the exchange was simple: a free gift in return for a tweet using their hashtag. Upon entering the store, I was asked to present my tweet at the counter to be rewarded with an express manicure, Marc Jacobs key ring or miniature fragrance. The pop-up shop also featured a Vine booth and daisy-inspired garden scene as a backdrop for more creative photos and the chance to win further prizes. Guests who joined in with #MJDaisyChain were free to do so as many times as they wished, and were further encouraged to tweet an image or video of the daisy-adorned stand with a higher calibre of goodies on offer.
To coincide with the launch of its new fragrance ‘Daisy Dream’, the perfume brand’s London drop-in continued to enjoy a boost in engagement over the weekend, as it rewarded its social media followers with coveted freebies in store where only social currency was accepted. Beauty products manufacturer Coty, the license owner for Marc Jacobs fragrances, told Marketing Week: “We’ve got a deeply engaged follower group who are spontaneous, creative and give a lot to us. This was a chance for us to give something back to them.”