Marc Jacobs recently held a social media-free party to celebrate the launch of his new fragrance. For many brands, social media is a useful tool for promoting events and showcasing new products. However, the intense focus on getting the perfect picture can sometimes take away from the product itself.
To encourage guests to really celebrate the launch of his new fragrance, Jacobs organized a social media-free event. Because the new perfume is called 'Decadence,' Jacobs arranged a series of lavish and over-the-top activities for his guests. The party featured performances by Jamie Bochert, a Chloë Sevigny impersonator and even a magician who sawed Adriana Lima in half. Despite the outrageous activities, guests were banned from discussing the party on social media or posting photos of the event.
Although a ban on social media may seen counter-intuitive, the rule actually encourages guests to network and engage with the brand in an authentic way.