Thursday 4 December 2014

The pop-up store that will allow you to pay with 'social currency' instead of cash

                                                                                                                                           pic: Velcro

According to The Daily Mail, the Velcro Brand Holiday Hackshop has declared Monday, December 15, its 'Social Currency Day,' when customers can pay for select items with 'retweets, posts and more' in which the brand is mentioned. The company is hoping to get more followers on social media sites by running a holiday pop-up shop in lower Manhattan where customers are encouraged to post about their experience.

Velcro missing a trick?
In the excitement of combining pop-up shopping with social media optimisation and despite illustrating 19 different uses of Velcro in POS, the company might have capitalised on the creative potential and reach of their new audience by building in incentives to think up additional ways of using the product and crowd-sourcing ideas via the network…

Other NAMs missing a trick?
Think beyond adhesion to the process operating here and its potential as a way of stretching scarce promotional monies for your brand.

Go even further and think amplification of message, in the way that some major retailers optimised their dismantling of Sunday trading legislation, all those years ago.

As a reminder of the method, say a branch in Neasden decided to open on a single Sunday in breach of the legislation, and were promptly brought to court and fined £10k. The resulting media coverage was invariably worth in excess of £250k, advertising their role as ‘champions of the people’…

The authorities eventually saw the wisdom of acknowledging real-world consumer need by allowing 24/7 trading… 

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