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.
Some more great stories from around the web surrounding all things fashion and digital over the past week:
- Burberry releases sneak preview of its forthcoming eyewear campaign (as above) [YouTube]
- Nike continues tech offensive, launches e-commerce football app [The Next Web]
- ShoeDazzle scraps monthly subscription model, adds lingerie and dress lines [Fast Company]
- Macy’s looks to capitalise on tech-savvy generation [Brand Channel]
- Elle UK boosts magazine subscriptions following live stream of Kristen Stewart cover shoot on Twitter [Media Week]
- My-Wardrobe co-founder launches LoveHats.com, incorporates virtual try-on service [WGSN Tumblr]
A preview of the latest issue of biannual catwalk title Elle Collections has been released as an interactive iPad app.
Launching this week it offers an insider’s guide to the top 10 shows of the spring/summer 2011 season, as well as a detailed image gallery of the collections and a round-up of the best accessories.
Video footage from backstage is also offered, alongside films of the Elle team commenting on the shows and providing insights into the key looks of the season.
Elle editor Lorraine Candy said: “For the first time we talk readers through the top shows, take them back stage and into the world of the catwalk, giving them access in a way no other magazine could. We wanted to give readers an understanding of what inspired the designers and an idea of what they’ll be wearing this spring/summer. The iPad gives us the tool to do this in a truly, interactive, tactile way that we’re sure our readers will love.”
The app also offers an interactive front row feature where users can click on individual personalities to find out who they are and then opt to read their blog or follow them on Twitter.
Download it from iTunes here.