MARC JACOBS- DAISY CHAIN TWEET

NOKIA- #100AIRES

IKEA- THE SOCIAL CATALOGUE

WALKERS CRISPS- TWEET TO EAT

During New York Fashion Week, Marc Jacobs created a pop-up store where consumers could use tweets & Instagram posts with #MJDaisyChain as payment

for a bottle of their Daisy perfume.

As an additional incentive, users with the best Instagram photos were rewarded with a free Marc Jacobs handbag. The pop-up was a transformed into a

tweeter’s haven, with a lounge, food, drinks, wifi, and a live Daisy photo booth.

To celebrate the launch of the Nokia 630 phone, the #100aires pop-up was created enabling consumers to bid for and purchase any of the 100 pieces of art

and technology products available using social currency as payment.

Unlike other social currency campaigns we’ve seen before, each persons worth was determined by their social klout. Youngsters may not have a wealth of cash

but they do have a wealth of social media connections at their disposal.

To promote the release of IKEA Norway’s new edition catalogue IKEA encouraged users to take a photo of their favourite items then share them on

Instagram using the dedicated campaign handle for the chance to win the item.

A simple and clever way of distributing the catalogue without spending a cent on postage.

Walkers Crisps transformed a series of London bus shelters into interactive vending machines to launch six new limited edition flavours.

Fronted by Walkers ambassador, Gary Linekar, in virtual form. Consumers were encouraged to tweet-to-eat a free packet of Walkers Crisps. No small

change required. Designed to get consumers both tasting and talking, consumers were also encouraged to vote for their favourite not-for-sale

flavour.

TOP 5SOCIAL CURRENCY

CAMPAIGNSCurated by

BIRDS EYE- PICTUREHOUSE

To celebrate the launch of their new Inspirations range Bird’s eye created the world’s first pay-by-picture restaurant, tapping into the love or loath

Instagram food photo trend. Guests could settle their bill by taking a photo of their meal and uploading it to Instagram using the dedicated campaign

handle.

Increasingly we are seeing brands incentivizing consumers to talk about their brand on social media. Rather than traditional giveaways and promotions, this is an exchange of goods with social media as the currency.