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Elle teams up with Twitter in activation at Australian HQ

Elle is partnering with Twitter Australia on Monday September 12, in a ‘world first’ activation that gives exclusive insight into the production of the women’s magazine.

Elle magazine’s latest activation will see clothes racks and staff relocated to Twitter’s Australian headquarters in Park Street, Sydney, for the week, to provide readers a real-time perspective on magazine production.

The activation will include video and live feeds pushed out through Twitter. Consumers will also have opportunity to directly influence content for the November issue, by using Twitter polls to make editorial decisions such as headlines and picture selection.

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Marina Go, general manager of Hearst Brands and publisher of Elle, said: “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.”

The activation will also involve a series of events throughout the week, including a private dinner for advertisers with Australian supermodel Elle Macpherson and leading French fashion photographer and former international creative director of Elle, Gilles Bensimon.

Justine Cullen, editor-in-chief of Elle, said: “We are so delighted that Elle Macpherson and Gilles Bensimon – two very important characters in the history of the Elle brand internationally – are joining us to kick off this week of activity, and thrilled to invite our commercial partners to celebrate what is an innovative collaboration between two leading media brands.”

Moët & Chandon, Benefit, Lululemon and Nike will also partner up with Elle for the activation, with plans to unveil reader events and initiatives throughout the week.

Karen Stocks, managing director at Twitter Australia, said: “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.”

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