Just in time for the release of our upcoming Intelligence Report on Instagram, created in partnership with Olapic, Marc Jacobs decided to literally accept Instagram engagement as currency. It opened up a Marc Jacobs Daisy pop-up store giving out perfume, wallets, and a few purses in exchange for pictures of the brand. The pop-up shop offers free manicures, prints Instagram photos taken in the store, and projects the latest Instagram and Twitter pictures. On the walls are daisy-themed sketches by artist Langley Fox Hemingway.
The Marc Jacobs Daisy store favored both speed and creativity. Every person who tweeted or uploaded a photo to Instagram tagged #mjdaisychain received a small container of liquid, roll on, or solid perfume. The first ten to upload or tweet a photo with the hashtag received a full-size bottle of perfume. In addition, Marc Jacobs representatives search the #mjdaisychain feed on Instagram every two hours to find the most creative photo in that window.
L2 staff were among the first to visit the store. Researchers Jenny Shen and Ashley Tolbert received full-size bottles and L2 animator Jimmy McMillan entered the ring with a creative snap.