New York Fashion Week is one of the most tweeted, instagrammed, pinned and ‘liked’ events on the social media calendar. Taking this on board, head honchos at Marc Jacobs decided to take advantage of the bi-annual online frenzy and opened a pop-up store in Manhattan to promote their best-selling Daisy perfume, where anyone could walk away with some free Marc Jacobs swag in exchange for sending out a stream of messages and pictures with the hash tag #MJDaisyChain.

Preferring to exchange “social currency” for their services rather than real currency, all visitors who took part in the ‘social’ event walked away with a present from the brand in exchange for their social media coverage, while the winner of the best Instagram photo of the day was even awarded a new season Marc Jacobs handbag – now that’s a great reason to get snap happy.


As if that wasn’t generous enough, the store also encouraged guests to hang around and listen to the sounds of DJ Jilly Hendrix while sampling the latest Daisy scent, due out later this year.

*Team EW clapping* We applaude you Mr Jacobs and your constant ability to always be one step ahead.