To promote its special new 'Summer of Love' or the 'Summer of Hate' jars, Marmite opened a Twitter shop that has people pay in a unique way.
The Love Cafe is set up as one that allows people to "pay by sentiment" using social media. Upon entering the cafe, people are prompted to give their social media handle for the platform. From here, a "Love-O-Meter" is used to analyze tweets in order to determine if the visitor is a lover or a hater on social media.
Based on their online attitudes, people identified as lovers are given a free sample of the Marmite Summer snack and a coffee, while haters are required to pay full price. Rather than using social influence as a means to assign product value at this pop-up cafe, anyone with an online voice is eligible to participate.