Elle Canada’s evolving cover strategy

The TC Media brand is giving readers behind-the-scenes access and letting them choose which Hilary Duff cover will appear on newsstands.

TC Media’s Elle Canada is letting readers on set of its latest cover shoot today, giving an online sneak peek of the feature with Hilary Duff that will be appearing in the December issue of the fashion mag.

The interactive cover shoot is the second for the brand, with it testing the concept earlier this year for its June issue cover shoot with Emma Roberts. That concept allowed readers to interact with the shoot through Twitter and vote on the cover image that would go out to subscribers, earning over 95 million social media impressions.

Jacqueline Loch, ‎VP and group publisher, consumer solutions, TC Media, tells MiC that this shoot takes the concept up a level, working with a bigger celebrity and ultimately allowing readers to vote for the image of Duff that will appear on newsstands.

“You keep hearing clichés about creating an ecosystem around your brand but this is creating a massive amplification around your brand for a one-time live event,” she says.

Starting Oct. 14 readers will be able to go on Ellecanada.com and vote for their cover of choice. That will be followed by a live Twitter chat with Duff in November as the issue goes live.

Loch says there are definitely opportunities to get brands involved in the interactive cover concept, for instance, working with a celebrity who is associated with a makeup or hair company. While she thinks readers now expect this kind of multi-platform experience from today’s magazine brands, she says Elle Canada will not be doing this for every cover, so the concept keeps an air of “specialness” around it. She adds that having metrics from two interactive shoots will give the magazine better numbers to take to market around its success.

Elle Canada‘s interactive shoot with Hilary Duff runs today from 12 to 8 p.m. online through its social media channels around #ElleCanadaHilary.