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What’s Buzzing: Beauty Boards, Bakery Apps & More

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In the spirit of St. Patrick’s Day, a number brands opted to try their luck with real-time marketing creating some holiday fun for consumers. Similarly, Pi Day (March 14) got many brands talking on Twitter, with the banter covering a wide range of pi/pie-related content. And the week rounded out with an interactive release of Skrillex’s new album as well as the launch of a new beauty social network. Read on to learn more.

Skrillex Drops Album Using Game-like App
Last December Beyoncé surprised her fans by releasing an iTunes-exclusive album which resulted in over 80,000 album purchases in the first three hours of its release. Artist Skrillex has decided to take a similar approach to get fans excited about his latest music. He released his new album solely through a new free app called “Alien Ride.” To hear his latest music, fans have to download the app, which is a Skrillex-themed video game, making for a completely interactive and unique experience for fans.

 

Photo via PSFK

Sephora Creates New Social Network: Beauty Board
Beauty brand Sephora has been embracing the digital world for some time now with what many regard as one of the best e-commerce sites out there. Its latest effort involves the launch of a new social network: Beauty Board. The photo-driven platform, native to the Sephora website, allows users to upload pictures of their own makeup and tag the products they used to create their look. Shoppers can then comb the website for pictures they like and easily recreate the looks by adding the specific products used to their shopping carts. They can then share the images to their social communities on Facebook, Pinterest, Twitter and Google+. And there is even a mobile version that allows users to easily upload images from platforms such as Instagram. 

Photo via Digiday

Magnolia Bakery Creates Mobile Loyalty, Payments App
In an effort to bridge its offline experience with seamless commerce, popular NYC bakery, Magnolia Bakery, is tapping into mobile devices and location information to entice existing nearby customers to visit its shops. The company is partnering with Mastercard to create a mobile loyalty and payments program that will feature monthly rewards for users who reach certain amounts of purchase. Using Mastercard’s digital service, MasterPass, Magnolia Bakery is encouraging people to purchase and pay via the app– however customers will also be able to perform these actions by logging into their account on the Magnolia Bakery website. The initiative is likely to bring in more on-the-go consumers as it will allow them to order ahead of time, skip the lines and facilitate their purchases with greater ease.


Chinese Social Networks Filing for U.S. IPOs
Facebook and Twitter may be facing some added competition with the possible entrance into the U.S. market of China’s popular tech giants, Weibo and Alibaba. The increasingly popular microblogging site, Weibo, filed for its U.S. IPO last Friday, and similarly, the Chinese e-commerce company, Alibaba, is also looking to file an IPO in the next couple of months. Read more about the market implications here.

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Cover photo via Mobile Commerce Daily