Cheap Monday’s 10-minute pop-up retail October 10th to give away 10,000 pairs of denim for free pumps-up it’s social media currency.

Sure Cheap Monday’s 10-minute pop-up retail concept may seem gimmicky (and it is), but that’s the point. It’s also among new trends towards making retail and shopping, fun. And for a social media-savvy generation, it leans towards the future of fashion—mixing event-like concepts to inspire limited-edition sales strategies.

Leave it up to a quirky brand like Cheap Monday, which was purchased by H&M in 2010, to create the shortest pop-up store in retail history. The campaign is based on celebrating its 10th anniversary on October 10. On that day, in 10 cities, Cheap Monday will give away 10,000 pairs of denim jeans for free in 10 pop-ups which will open at 10 a.m. and remain open for only 10 minutes.

Cheap Monday is known for slim-fit denim jeans.

“It’s our way of thanking [our fans and customers] for all the love and loyalty that we’ve received during our first 10 years,” said Anna Norling, Cheap Monday’s brand director.

So far, fans of Cheap Monday can vote on having their city chosen for a 10-minute pop-up store via  dedicated social media until September 27.  The candidate cities include: Amsterdam, Antwerp, Austin, Barcelona, Beijing, Berlin, Birmingham, Copenhagen, Gothenburg, Hong Kong, Los Angeles, Lisbon, London, Madrid, Malmö, Manchester, Melbourne, Milan, New York, Paris, Rome, Seoul, Shanghai, Stockholm and Sydney.

In true guerilla style, the chosen cities will be covertly announced via social media 1 week before the 10-minute pop-up campaign starts.

According to Cheap Monday, giving away denim is the exchange for gaining in social currency with either Facebook likes, Instagram images, or Twitter hashtag promotions.

From Cheap Monday’s opening in Paris.