Elle takes over TwitterAU HQ

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.

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

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