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ICED Media Feature on

Going Paid (And Viral) On BuzzFeed Similarly to The New York Times, BuzzFeed’s paid content is designed for discovery much in the same way original content is on-site, though it’s marked with a “BuzzFeed Partner” byline. Such was the case with Kmart Fashion, which sponsored a series of posts on the platform to promote actress Sofia Vergara’s line of in-store apparel. Working with full-service digital agency ICED Media, which has just launched an in-house Content Lab fueled by client demand, Kmart featured two listicles on the BuzzFeed site, as well as a series of animated gifs and memes featuring Vergara, in a dress, alongside lighthearted messaging like “Shopping is my cardio.” “I think the opportunity with native advertising is the way we were able to make content around Sofia in the way that people were consuming and sharing content already,” said Leslie Hall, president of ICED Media. “I think our Sofia listicles …. READ MORE HERE:

WestSoy Ditches Brand Site, Goes All-In on Tumblr

“The demise of the brand site was predicted back when MySpace was still a thing. Few brands have gone through with it, however, settling instead on a brand site complemented with social presences. Tofu brand WestSoy is an outlier, beginning the process scrapping its tofu site in favor of a presence on  Tumblr, where it’s sharing celebrity GIFs and anti-genetically modified food info graphics.” Continue reading…

FlixMaster Debuts First Interactive Video on iPhones

“For Maybelline, the company has partnered with ICED Media on their newly launched #TheGlamourEye video campaign, putting cutting-edge technology in mobile users’ hands and giving the renowned beauty brand a new outlet for communicating with consumers about new products. “Educating consumers on how every woman can pull off the big eyes beauty trend is essential,” said Charlotte Adjchavanich, VP Digital & Communications, Maybelline New York. “By utilizing the actionable and engaging capabilities that FlixMaster provides, our viewers enjoy a unique and customized experience that reinforces our brand’s dedication to innovation, education, and fashion.”” Read the full story in the Wall Street Journal: Flixmaster Debuts First Interactive Video on iPhones


New York, NY (April 9, 2013) —ICED Media and Maybelline New York are proud to receive a Shorty Award in Best Use of Video for their Top Chicret campaign, introducing model Charlotte Free as the new face of the #1 cosmetics brand in the world. The video features Charlotte Free alongside the Internet’s favorite fashionista, P’Trique (Patrick Pope), with cameos from designer Betsey Johnson, street photographer Phil Oh, fashion writer/editor Derek Blasberg, GrandLife’s Steven Rojas, Real Housewife Jill Zarin, and more.
Read and download our full press release here.

My Look, My Ego, My Brand

“They perch along the runways like birds on a wire, each with vivid markings: the celebrity editors Carine Roitfeld, working her swag of dusky hair, kohled eyes and killer stilettos, and Grace Coddington, her flame-colored mane framing her face like a cloud; and the photographer Terry Richardson, his downward-drooping mustache lending him the look of a ’70s porn king.” Read the full article in The New York Times

How Kmart’s Trying To Get Cool

From Business Insider: “Usually when you think Kmart, you think of blue light specials — a type of in-store promo it hasn’t actually run in years. “Kmart is a heritage brand,” Sears VP and GM Mercedes DeLuca said at Business Insider’s Social Commerce Summit. But it is moving into the future by trying to spread a message of being trendy and affordable. “A lot of people want to be on trend — trend changes often —so there’s a lot of opportunity to make it more affordable,” DeLuca said. “This is an opportunity for the brand to showcase how it’s different and how it’s evolving.”” Read more…

Astrologer Makes the Case for Color

“Last week, Calypso St. Barth introduced a new line of cashmere sweaters in 13 colors, including camel, gray, a red called cayenne, an orange called sweet cisily, a blue called lagoon and a lavender called freesia. But of course, there’s a catch. Why else would we be writing about them? The fashion company asked the New York astrologer Susan Miller to help consumers understand how to harness those colors and bring their planetary influence into your life. The hangtags, which explain the color and how and why to wear it, were designed by Ms. Miller’s daughter, Chrissie, the designer behind the standalone store Ludlow 143 and a fashion line called Sophomore. The cashmere sweaters had their debut last week at the Calypso St. Barth store on Madison Avenue.” Read the full story here in the Wall Street Journal.

DKNY Makes Faux Social Buzz to Create The Real Thing

Want to get the word out? Forget the press release, try social media instead. Nobody knows that better than Aliza Licht, senior vice president of global communications at Donna Karan International and the social media maven behind @DKNY (follower count: more than 411,500). So to announce the opening of the newly renovated DKNY store in London just in time for the Olympics, Ms. Licht created a video mapping a faux social media hype session. Read the full story here.  

Bloglovin’ Awards: ManRepeller scoops blogger of the year

Olivia Palermo was named newcomer of the year at the Bloglovin’ Awards February 12, while the ManRepeller’s Leandra Medine scooped the gong for blogger of the year.  Organized by blog update alert site Bloglovin’, the annual event recognizes online fashion blogging talent from across the globe with fans able to vote for their favorite internet stars.  The victors were announced at Sunday’s ceremony, which was hosted by fashion writer Derek Blasberg and live streamed from New York City.  Upon being named blogger of the year, ManRepeller‘s Medine took to her winning site to thank her fans.  “Tonight, in a room that included most every blogger in the history of the internets, I won the Bloglovin’ award for Best Blogger of 2012,” she wrote.

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Fashion Week’s Latest Digital Moves

…And in it’s third season, the Kmart Concierge will send its Concierge girls — outfitted in #FashionWeekProblems T-shirts, no less — to the aid of those in need tweeting to @KmartFashion with the hashtag #FashionWeekProblems through Feb. 16. The retailer partnered with Chrissie Miller of T-shirt line Sophomore to design the Ts worn by the Concierge girls. Miller calls this a “unique way of giving back.” Read more…