Picture via Mashable
People were encouraged to tweet, like Facebook posts, and Instagram pictures featuring the brand. In essence, this social currency put forth by consumers would allow them to receive free Marc Jacobs products including perfume, necklaces, and handbags. The idea was rather innovative and received a lot of media attention, as well as increased adoration from fans.
According to Forbes, this Marc Jacobs campaign "spells the end of trying to put a dollar value on social media campaigns". They have concluded that although social media aids in making a brand known and unique, it is hard to determine its correlation with sales increases. All in all, this initiative is just another interesting example of how social media is shaping the retail world and I am interested to see what else these forward-thinking brands have in store.