Brief
Teen Vogue, the most prestigious fashion magazine aimed at teens and young women, asked Four32c to conceptualize, design and develop a world-class iPhone app.
“Teen Vogue's Haute Spot is among my favorite magazine-branded mobile apps because it creates a sense of place. This feels like a teen boutique, populated by just the latest trends from like-minded new kids, and a pedestal where everyone can play dress-up… Teen Vogue demonstrates that the small confines of a mobile screen actually can establish a sense of virtual space and community”
Process and Recommendations
Rather than simply creating a brand extension, Four32c recommended a multipart strategy that expands the Teen Vogue brand across multiple platforms-from print to mobile to web. Developing an engaging and useful iPhone app for Teen Vogue's web-savvy and discerning audience, in some ways, was just the beginning of the process. We recognized that in order for a Teen Vogue iPhone app to gain traction and succeed, it couldn't simply be a rehash of print content on a mobile screen. Instead, the iPhone app had to build on Teen Vogue's mission to develop a comprehensive, multichannel brand that effectively reaches consumers wherever they are and delivers exciting, relevant, platform-specific content whenever they want it.
Results
Four32c created the Teen Vogue Haute Spot app, which launched December 23, 2009. An important goal of the app was to break the mold of most media companies that traditionally focus on pushing out content to consumers. Instead, our approach is collaborative and responsive, allowing our readers to be an integral part of the content creation process and enhancing their interaction and experience with the brand.
By integrating Facebook Connect, we alleviated the need for the app user to create a new registration account unique only to the app (a potential barrier to participation) and allow them to connect using their existing accounts in the social community where they are already active, a community where they are already invested-on a daily, minute-by-minute basis.
The social media aspect comes full circle via the Haute Spot Facebook Application, which we created as a complement to the iPhone app. Whether or not a user has downloaded the app to her iPhone or iPod Touch, she can engage with Haute Spot content via Facebook. Also, it allows users on both platforms to keep tabs on which of their friends are using the app and see what they're creating in the Haute Spot while they're on Facebook.
The Teen Vogue Haute Spot app is the most ambitious and feature-rich iPhone app created to date for a Condé Nast magazine.
Special Thanks to Spotlight Mobile for their great work in helping to develop this app.
2010 Internet Advertising Competition Award for
"Best Magazine Mobile Application"
