This E-Retailer Will Turn Fans' Mobile Video Uploads Into Copy on Its Holiday Boxes

Project Gravitas innovates for Black Friday

Starting on Black Friday, fashion e-commerce player Project Gravitas will package its line of dresses with boxes that include copy from consumer-generated videos to be captured—starting today—in a mobile app called Vivoom. Putting creative born from digital media into offline efforts isn't new, though meshing mobile video with packaging seems unusual. 

"That combination is the Holy Grail for marketers," said Vivoom CEO Katherine Hays, whose Cambridge, Mass.-based company has also worked with Citibank.

Vivoom clients generally push mobile-video efforts via their social channels with calls to action, and that's the tactic Project Gravitas is using for its "Message in a PG Box" endeavor. 

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