As an extension of the #MJDAISYDREAM campaign promoting their newest fragrance, Marc Jacobs has added prize incentives to increase submissions. In a beautifully designed interface, users select images that correlate with LIVE, LOVE and LOOK — this dream capsule will then be sent back to you in a year’s time. It’s a curious concept—I had expected to be able to my own photos inspired by these concepts, through an Instagram tie-in, in addition to the more branded imagery provided. This could be a great enhancement, allowing users to create a more personalized and meaningful time capsule, inspired by Marc Jacobs.
It’s a light-weight experience overall, and the post-campaign email opportunities are wide open. It will be interesting to see what they do with this opportunity to build on potential consumer loyalty and love for the brand.