Levi’s launches first brand magazine on Flipboard

In a press release for the launch of its autumn/winter 2012/13 ad campaign back in July, Levi’s said it would be revealing the “first-ever shoppable brand magazine” on social app Flipboard. Turns out, it’s finally here…

Referred to as a “social catalogue”, the initiative sees full-page spreads of the denim brand’s Go Forth campaign in nine publications already using the iPhone, iPad and Android platform. In style with the nature of the app, these ads then open to a magazine-like entity that pulls in content from across the Levi’s repertoire. The stories and images it’s sharing on Twitter, Facebook, Instagram or Google Plus for instance, as well as the videos on its YouTube page, and the product from its new collection, which can be both shopped (in-app) and shared with friends.

“Using the social underpinnings of Flipboard to create a magazine for individual brands is a great new way for advertisers to connect with Flipboard readers,” said Christine Cook, head of revenue at Flipboard. “For Levi’s they are bringing their beautiful, emotional ads to the specific publications they already know and love and expanding the experience using the social media content they are already creating. There’s very little work on the advertisers’ side, making Flipboard a simple way to reach the millions of people reading on mobile devices.”

The nine publications featuring the ads between now and October 31, 2012, are Vanity Fair, Glamour, Details, Elle, Marie Claire, Esquire, ESPN, Fast Company and Rolling Stone.

As reported by AdAge: “Flipboard has long promised to provide publishers with magazine-like advertising that takes advantage of the capabilities of tablets and smartphones.” With its now 20m users, and 3bn monthly “flips” (or page turns), it’s now doing so with integrated m-commerce too. Expect to see more…

Included below too is the most recent Go Forth film from Levi’s, a gutsy call for people who get dressed each morning with purpose.