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Vanity Fair, longtime Oscars party-haver, is branching out into "experiential" advertising, by which they mean they'll be pandering to 120 "influential" bloggers with a tent-lounge-newsroom thing called the Vanity Fair Social Club (hashtag VFSocialClub). According to the The New York Times,"branded WeWork work spaces" in Los Angeles will be equipped with a media wall, a faux food truck and, most interestingly, a vending machine powered by Twitter, which will exchange merch for every use of a sponsored hashtag and/or handle.
So while this could mean a downright flood of hyper-specific and branded Oscars coverage, the good news is fanboys and girls won't be relegated to Joan Rivers carping on Jennifer Lawrence for the evening.
Edward J. Menicheschi, Vanity Fair VP, said, "Oscar night is Vanity Fair's Super Bowl. The idea of setting up a central HQ for bloggers that's a physical manifestation of our brand will enable them to create good social content. We see the chance to repeat it at other high-visibility cultural events." Bloggers you can count on not to be there? Gwyneth Paltrow or anyone representing goop.
· At the Oscars, Bringing Brands to Life [Racked]
· Oscar Swag Bag Has $6K of Organic Pet Food For Some Reason [Racked]
· Vanity Fair Editor Graydon Carter Killed That Gwyneth Piece [Racked]