This weekend, Marc Jacobs is introducing a new form of social media marketing to New York’s Fashion Week: by replacing money with “social currency.”
At the Daisy Marc Jacobs Pop-Up Tweet Shop (it’s a mouthful, we know), there are no cash registers — instead, there’s simply a counter of fragrance samples that guests can “buy” with any post on Facebook, Instagram or Twitter. The only requirement? Including #MJDaisyChain in the post.
In order to snag the other Marc Jacobs bags and accessories on display, participants have to compete for the most creative posts. TIME spoke with Aimee Song, the fashion blogger behind Song of Style, as she helped select the best posts of the night. With more than 1.2 million Instagram followers, Song is definitely no stranger to spotting great social media content.
While the pop-up setup is similar to Kellogg’s 2012 Tweet Shop in London, where customers could post specific tweets from a “menu” to order their choice of snacks, Marc Jacobs says this event is different. “Marc is always leading the way in digital,” said Lori Singer, group vice president of global marketing for Coty Prestige. “In the beauty space, and fashion space, this is the first of its kind.”
The Tweet Shop is located on 462 W. Broadway in Soho, Feb. 7-9 from 11 a.m. to 7 p.m.