Vanity Fair Courts Oscar Bloggers With a Twitter Vending Machine and Pop-Up Newsroom

Making awards season more social

Besides the Academy Awards, probably the most notable Oscars event is the Vanity Fair after-party. And now the magazine is becoming known for a before-party of sorts—a week-long series of events for entertainment bloggers and social media influencers. 

Campaign Hollywood is an invite-only program taking place across Los Angeles this Tuesday through Friday. While the event is a few years old, organizers say this is the biggest year yet. About 270 bloggers are registered to attend, extending Vanity Fair's reach to their 119.4 million readers.

"The obvious benefit is it continues the attention and the number of press impressions for us and, of course, our sponsor partners," Vanity Fair publisher Chris Mitchell said. "Last year, we got an all-time high in media impressions and an increase in the number of bloggers around our events. This year, we're hoping we can top that again."

For example, Mitchell explained that as an incentive to write about the event, attendees can use a "Twitter vending machine," which rewards them for their tweets. Every mention earns points, which can be redeemed for prizes ranging from cocktail shakers to jewelry.

To get work done, bloggers can head to the Vanity Fair Social Club (#VFSC), a pop-up newsroom that allows online writers to congregate. 

Mitchell said this year's schedule has 50 percent more programming than last year, and sponsors Chrysler, L'Oréal Paris, Clarisonic, Giorgio Armani Beauty, Lancome and Grey Goose have also come on board. Participants can meet the cast of Boyhood, courtesy of Chrysler and IFC. L'Oréal Paris is sponsoring a DJ night hosted by Freida Pinto. And each event is aligned with a charity. 

"Mobile, digital and social media has significantly changed the way in which women receive beauty news, research products and shop for looks," Malena Higuera, svp of marketing for L'Oréal Paris, wrote via email. "It's important for us to work with influencers and digital journalists to give women content at the speed of culture, wherever they are, by providing inspiration, service and education on how to get the red carpet look."

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