10 February 2011
Designer Marc Jacobs is delivering its brand message to its existing and potential customers during Mercedes-Benz Fashion Week via a Foursquare initiative.
Using the mobile social network Foursquare, consumers can follow Marc Jacobs around New York, Britain, France and Italy and check-in at any Marc by Marc Jacobs store.
“Whether it is a national chain, a mom-and-pop shop or anywhere in between, stores can attract new customers or reward their most loyal ones by offering Foursquare specials like mobile coupons, prizes or discounts,” said Erin Gleason, press relations manager at Foursquare, New York.
“They are presented to users when they check in at or near your venue,” she said. “Specials create extra enticement to get customers to stop by.”
Consumers who are abuzz over Fashion Week can unlock Marc Jacobs’ “Fashion Victim” badge, which allows them to check-in at any Marc by Marc Jacobs stores. Four random users will each win a ticket to the Marc by Marc Jacobs Fall 2011 runway show and a VIP meet-up on Feb. 15 when the badge is unlocked.
Unlock it
Foursquare members can follow Marc Jacobs where Marc, Robert Duffy and friends have left tips at their favorite hotspots.
So far, the brand has left tips for users such as going to the Mercer Street, New York store and saying hi to Robert Rich.
Marc Jacobs Foursquare page
Participants can also check-in at designated Marc Jacobs locations to unlock the “Fashion Victim 2011” badge. This will enter them for a chance to win a ticket to Mercedes-Benz Fashion Week.
The “Fashion Victim 2011” badge will appear on the participants’ mobile device. It reads: “Wow! You crossed the line! Your passion for fashion knows no boundaries! Four of you will win tickets to the MbMJ FW11 runway show! We’ll email you! Love, Marc.”
“Fashion Victim” badge
Social-media push
Marc Jacobs has been one of the few luxury brands that have fully embraced social technology.
The brand has opted for cost-effective digital marketing methods over traditional methods to reach its younger affluent consumers.
Social media has had a positive impact on how Marc Jacobs delivers brand content to its consumers.
The brand consistently updates its Twitter and Facebook accounts.
Marc Jacobs Twitter account
Along with the Foursquare initiative, Marc Jacobs is digitally streaming its runway show for fashion-savvy consumers who cannot attend the show at Lincoln Center.
Incorporating Foursquare into the brand’s marketing strategy builds awareness and drives in-store traffic, which could lead to sales.
“Specials can be tailored to fit your needs, whether it’s a unique discount for first-time customers or rewards for the tenth visit,” Ms. Gleason said. “In addition to driving business through specials, signing up for Foursquare’s free merchant platform also allows you access to your venue stats dashboard, allowing you to track your customer foot traffic over time.”
Designer Marc Jacobs is delivering its brand message to its existing and potential customers during Mercedes-Benz Fashion Week via a Foursquare initiative.
Using the mobile social network Foursquare, consumers can follow Marc Jacobs around New York, Britain, France and Italy and check-in at any Marc by Marc Jacobs store.
“Whether it is a national chain, a mom-and-pop shop or anywhere in between, stores can attract new customers or reward their most loyal ones by offering Foursquare specials like mobile coupons, prizes or discounts,” said Erin Gleason, press relations manager at Foursquare, New York.
“They are presented to users when they check in at or near your venue,” she said. “Specials create extra enticement to get customers to stop by.”
Consumers who are abuzz over Fashion Week can unlock Marc Jacobs’ “Fashion Victim” badge, which allows them to check-in at any Marc by Marc Jacobs stores. Four random users will each win a ticket to the Marc by Marc Jacobs Fall 2011 runway show and a VIP meet-up on Feb. 15 when the badge is unlocked.
Unlock it
Foursquare members can follow Marc Jacobs where Marc, Robert Duffy and friends have left tips at their favorite hotspots.
So far, the brand has left tips for users such as going to the Mercer Street, New York store and saying hi to Robert Rich.
Marc Jacobs Foursquare page
Participants can also check-in at designated Marc Jacobs locations to unlock the “Fashion Victim 2011” badge. This will enter them for a chance to win a ticket to Mercedes-Benz Fashion Week.
The “Fashion Victim 2011” badge will appear on the participants’ mobile device. It reads: “Wow! You crossed the line! Your passion for fashion knows no boundaries! Four of you will win tickets to the MbMJ FW11 runway show! We’ll email you! Love, Marc.”
“Fashion Victim” badge
Social-media push
Marc Jacobs has been one of the few luxury brands that have fully embraced social technology.
The brand has opted for cost-effective digital marketing methods over traditional methods to reach its younger affluent consumers.
Social media has had a positive impact on how Marc Jacobs delivers brand content to its consumers.
The brand consistently updates its Twitter and Facebook accounts.
Marc Jacobs Twitter account
Along with the Foursquare initiative, Marc Jacobs is digitally streaming its runway show for fashion-savvy consumers who cannot attend the show at Lincoln Center.
Incorporating Foursquare into the brand’s marketing strategy builds awareness and drives in-store traffic, which could lead to sales.
“Specials can be tailored to fit your needs, whether it’s a unique discount for first-time customers or rewards for the tenth visit,” Ms. Gleason said. “In addition to driving business through specials, signing up for Foursquare’s free merchant platform also allows you access to your venue stats dashboard, allowing you to track your customer foot traffic over time.”