Marmite appeals to lovers and haters with 'pay-by-sentiment' café

Divisive condiment Marmite has teamed up with London café Soho Grind to launch a pop-up where guests pay with sentiment.
The Marmite Love Café has been designed to celebrate the launch of the brand’s new lighter-tasting variant, Marmite Summer. It will be open on 4 and 5 August at Soho Grind’s Beak Street location.
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To pay for Marmite Summer on toast or Marmite Summer and cheese toasties, customers will be asked for their Twitter handle on arrival. This will be entered into a social media-powered ‘love-o-meter’ that will measure whether the guest is a ‘lover’ or a ‘hater’ based on their online sentiment.
Lovers will receive their order, along with a Soho Grind coffee, for free, while the haters will be asked to pay the normal price.
It is not the first time a brand has traded cash for social media. Nokia determined guests’ online influence via Klout and charged them for artwork using this currency at a pop-up last July, while Marc Jacobs’ Tweetshop offered guests a gift in exchange for a tweet in August.
Via: Event Magazine