UK Elle magazine provided its Twitter and Facebook fans with exclusive behind-the-scenes access to its July 2012 cover shoot with David Beckham in Los Angeles yesterday.
The initiative followed the success of a similar one with Twilight actress Kristen Stewart last month (she will cover the June issue). This however marks the first time the mag has had a solo male appear, which provided the editorial team with a wealth of opportunity to build hype around the event before Beckham’s name was revealed. A poll was cast on the website, alongside a series of teaser stories.
The live tweets began last night following the official announcement yesterday morning. Although full shots of Beckham weren’t ever shown, the editors set the scene with descriptions and snaps of everything from their lunch to the clothes rail being selected from. There was even a close-up on the football player’s tattoos – proof if it was ever needed. Followers were also invited to send in their own questions to @ELLEuk and through its #BeckhamElle hashtag.
The move is an interesting one for a magazine; tapping into the all-important notion of ‘real-time’ in today’s social media world by opening up the one part of its publication that tends to remain under wraps until it hits the shelves. On each occasion Elle has done it just enough to grab attention amid the “noise”, and yet not so much so as to damage levels of interest when the issue is actually printed. It’ll be interesting to see newsstand sales and subscription growth in relation for both.
The choice of Beckham is said to be a nod to the 2012 Olympic Games this summer. Elle’s editor-in-chief Lorraine Candy, said: “David Beckham is a national hero, so we saw an opportunity to shoot a celebratory cover to support an historical and patriotic year. He is an icon and Elle is known for featuring icons on its cover.”
The issue will be available from May 30. View more of the behind-the-scenes pics, here.
Luxury department store Harrods has decided to listen to the voice of its consumer for the autumn/winter 2012/13 season, by handing the buying decision of the forthcoming Burberry collection over to its Facebook fans.
The day after the designer’s show at London Fashion Week on Monday, Harrods will post images of every look on its Facebook page. Those that receive the most likes, will be incorporated into the store’s buy for the season.
It’s an interesting move for a store renowned for its somewhat elitist approach to retail. But crowdsourcing for inspiration (as well as confirmation) is becoming an evermore appealing route for those in tune with successful social strategies.
The argument in this case is almost certainly that it’s common sense those outfits proving the most popular at this stage will end up being the ones that sell once they hit the floor later in the year (though the profile of the Harrods Facebook fan versus the actual Harrods shopper could be questioned).
It’ll be interesting to see how this develops and ultimately, whether it works.
Look out for my forthcoming opinion piece on how this season’s fashion week shows have been about offering full consumer access versus providing press and buyers with new digital exclusives…
MAC Cosmetics is paying its fans “the ultimate compliment” by making six of them the face of its new three-part autumn colour collection.
The result of its MAC Me Over! online casting call launched in November 2010, the five females and one male were chosen by the brand’s senior vice president and creative director, James Gager, because they “best expressed the MAC Me Over! motto – style, heart and soul”.
To win they had to send in either a photo or a video of themselves as well as complete the sentence “MAC Me Over! because…”
Gager said: “We have a huge fan base that we respect and cherish, so we are always thinking about the ways we can keep engaging them in fresh and interesting new ways, and of course more than ever that pertains to the digital space. We think of our fans first and foremost. I think especially for this collection, this was a way to say, ‘We admire you so much that we want you to be the new face of MAC’. That’s kind of the ultimate compliment, right?”
The collection launches in September 2011. Check out the exclusive video from behind-the-scenes of the shoot, below: