MARC JACOBS, TWEET SHOP
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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