In June, Beyond Madison Avenue ran a post about designer Rachel Nasvik, a New York City designer famous for chic, custom-made handbags, and the "scavenger hunt" in New York City where consumers followed clues published on social media sites to find hidden handbags. The campaign was a great success and displayed a great use of social media as well as a natural knack for getting noticed.
Well, Rachel Nasvik has again taken it to the streets, but in an entirely different manner.
Some may know New York City as a place where consumers can purchase pirated designer products.
Nasvik and team turned the tables on the designer pirates by using fly-by-night grocery carts as a means of promoting original Nasvik designs. In what could be called a second scavenger hunt, Nasvik sent clues to her 1,000+ followers on Twitter, alerted them that the game, once again, was a-foot. This time she was hiding her designer goods amidst the copycats roaming the streets of NYC. The cost for a Nasvik original off the cart was an affordable $10, while the same bag is listed at $300 at Saks. This obviously was not going to make Nasvik any money.
Yet, what she lost in terms of dollars was replaced by her gains in public relations, love from her fans, earned media coverage, and a creative use of distribution channels. She has taken social media to a whole new level, interacting with her fan-base personally with a fun and competitive game that was not online, but in the actual world.
Her brand is now being copied by pirates... meaning that Nasvik's designs have truly "made it."