Moët & Chandon, Benefit, Lululemon and Nike are the brands on board with Elle magazine’s takeover of Twitter’s Australian offices.
As part of the activation, Elle’s editorial team are relocating to Twitter’s headquarters in Park Street, Sydney for a week to provide a real-time perspective of how the magazine is produced and offer advertisers more creative opportunities.
The ‘world first’ initiative looks to offer consumers new experiences, including video and live feeds pushed out through Twitter. These formats are also available to advertisers.
Readers are able to influence what will make the November issue of the Bauer magazine, with Twitter polls and other content enabling them to decide on areas such as headlines and picture selection. This provides Elle with a huge focus group to test new ideas and formats for the magazine.
Elle publisher and GM of its parent company Hearst Brands Marina GO says: “While it has a magazine heritage, Elle is a multichannel brand that engages with women on the media platforms they interact with. This world-first partnership with Twitter underlies that commitment and puts power into readers’ hands to shape what appears in the November issue.”
Twitter Australia MD Karen Stocks says Twitter is 'what's happening in the world right now', following its recent marketing push.
"We can’t wait to see the magic that is created when Twitter and Elle come together and Twitter users get their chance to take part in bringing one of their favourite magazines to life," she says.
The Twitter partnership is the latest innovation for Elle, which has recently launched shoppable videos, allowing consumers to click and buy direct from the screen through a retailer’s online store.
Last year, Elle won Cover of the Year at AdNews Australian Magazine Awards. Entries are open now.
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