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. 

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