In a ‘world first’ activation, Elle is partnering with Twitter Australia relocated to TwitterAU HQ for a week to give consumers a real-time perspective into the magazine’s production. This initiative aims to give readers innovative new experiences with Elle and advertisers fresh creative opportunities. Brand partners for the takeover included Moët & Chandon, Benefit, Lululemon and Nike.
Elle takes over TwitterAU HQ
Our take
Twitter’s recent marketing push indicates that we’ll see an uplift in brands wishing to partner with them. Not only is this a chance for brands to engage with consumers in a new way, it also helps them test new ideas and formats. For Elle, the partnership is a mutually beneficial one – it gives them insight into what their consumers want to read while giving readers the opportunity to influence the content, headlines, pictures and articles through Twitter polls. This is true publisher/reader collaboration.
Sally Taylor