The magazine Vanity Fair has long promoted its strong link with Hollywood

Even establishing an annual ‘Campaign Hollywood’ around awards season including
its famous Oscar night party.

In 2014 Vanity Fair took a step further in reconceiving itself as not the creator, but the enabler, of Hollywood conversations

It created an elaborate experiential event
around the Oscars called the Vanity Fair Social Club, sponsored by Chrysler and L’Oréal. More than 120 bloggers and online reporters covering the Oscars were invited into branded workspaces on Hollywood Boulevard, complete with a media wall,
a faux food truck and a vending machine powered by Twitter which issued merchandise in exchange for social posts that used sponsor hashtags and handles.

This central HQ acted as a physical
manifestation of the Vanity Fair brand
and enabled their influential participants (estimated to reach 20 million consumers through their followings) to create great social content.

In releasing the content creation to independent online writers, Vanity Fair
was able to consolidate its perception as Hollywood insider and access a broader audience than ever before.