American Swan has announced the launch of the American Swan Tweet Store– a social engagement initiative that works on the concept of social currency. A selected range of products from American Swan’s latest collection are up for grabs every day which tweeples can shop in exchange for a specific number of tweets.
Speaking about the initiative, Anurag Rajpal, Director and CEO, American Swan explains “The American Swan Tweet Store would help us differentiate our brand to not just our social community on twitter, but also the digitally-connected youth. Online retail has seen a heavy overlap with social media owing to aggressive marketing and strong inclination towards social commerce. The industry can expect a larger portion of online retail from social commerce with India positioning itself as one of the fastest growing social network user base and also larger size of social groups. This insight has been the driving force behind the American Swan Tweet store which provides an engagement-led channel to build the brand as well as drive trials and purchase.”
While the tweet store will be promoted through the brand’s social channels, users will get to engage with the activity through a microsite www.astweet4fashion.com where the products are featured. Akin to any online store, each product has a price tag; except in this case the currency is tweets. Once users have earned enough currency by tweeting, they can redeem it for the product of their choice. At a time when most brands are content with executing vanilla Twitter contests, American Swan has taken a clutter-breaking approach by offering users a unique experience on this popular social media platform. Considering that twitter, in specific and internet usage in general is very high on mobiles, the microsite has been developed as a responsive site to make the browsing experience seamless on all mobile devices and tablets.