Today sees the ELLE editorial team relocate to TwitterAU headquarters for the week, where readers will be given a true behind-the-scenes look at the magazine. As well as getting a real-time perspective on how the magazine is produced via video and live feeds, readers will also be able to influence what gets included in the November issue.
During the Twitter takeover, ELLE will offer polls and other content that allows consumers to have their say on magazine inclusions such as picture selection and headlines. The activation will also see a host of reader events and advertiser dinners held throughout the week.
“While it has a magazine heritage, ELLE is a multi-channel 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,” says Hearst Brands general manager and ELLE publisher Marina Go.
Twitter Australia managing director Karen Stocks adds: “TwitterAU is excited to be partnering with ELLE, one of Australia’s leading women’s lifestyle magazines, on this world-first innovative use of the Twitter platform. Twitter is what's happening in the world right now and the place where live commentary and events come to life unlike anywhere else. We can’t wait to see the magic that is created when TwitterAU and ELLE come together and Twitter users get their chance to take part in bringing one of their favourite magazines to life.”
Image: Instagram.com/jensmoorenburg
