Bauer Media unites with LG Mobile to crowdsource bumper issue

Bauer Media’s Grazia is crowdsourcing editorial content for its London Fashion Week issue as it looks to generate advertising from brands.

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Grazia’s London Fashion Week issue, which is being backed by LG Mobile as part of six-figure deal, let’s readers vote on a series of editorial decisions, including the cover shot.

It marks the first time the publisher has opened up its editorial process to fans, who will be able to cast their decision via the Grazia’s YouTube, Twitter and Facebook profiles.

Social media activity will be supported by an online documentary series, ‘Grazia Fashion issue….Live’, which will follow the magazine’s editorial team as they work on the London Fashion Week issue.

Additional activity will include outdoor promotions alongside in-store activity. It is part of LG Mobile’s bid to target women with its new handsets.

Warren Lewis, head of mobile at LG Mobile says: “LG Mobile has a strong style heritage, and this partnership represents our renewed focus on beautiful and innovative handsets that will continue throughout our 2012 collection.

Bauer has been quick to notice the surge in advertiser demand around London Fashion Week, and last September increased marketing activity to promote its first ever bumper issue around the event.

The series is being produced by Gravity Road.

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