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.