This is Oscars week in Hollywood.
From around the globe, fashionistas have descended upon this small community to make connections, share techniques and have a great time. WeWork, a boutique creative office space at the center of the action, was selected by Vanity Fair for its first ever Social Media blitz as part of Vanity Fair’s annual Campaign Hollywood.
Fashion bloggers and media influencers have been hard at work on the floor with cameras, laptops and smartphones on 100 megabyte internet connections tweeting, hashtagging and instagramming the buzz picked up on the evening celebrity news. Treated like celebrities themselves, manicures, pedicures, gourmet caffienations from Coffee Vittoria of Australia and more are all at their beck and call.
To the more part, what stands out to me is the use of technology here: backed by Vanity Fairs partner brands Loreal, Lancome, Chrysler, Chobani, Giorgio Armani, et. al, a new tweet-driven viral marketing tool has been born.
“This is the coolest thing!” – a fashion influencer exclaimed upon receiving her gift.
How it works: The hardware involved is a typical candy vending machine decorated on its sides with the hashtags of the featured brands, a touch screen windows computer is attached as the user interface and wired to the vending machine. The software works by guiding users to a product where a specific message series of hashtags are displayed for tweeting. The user then tweets the message. The software receives the hashtag from Twitter, analyzes it and then actuates the product selection and delivery mechanism.
Instead of candy dropping from the machine, you catch a $40 lipstick box.
I think this was a fun way to get people engaged in the brand and deliver a crowd-pleasing display that kept the audience engaged all-day long.
Will Tweet for Lip Gloss all day long!