Flipboard has long promised to provide publishers with magazine-like advertising that takes advantage of the capabilities of tablets and smartphones. Today it is introducing a new example: a "social catalog" for Levi's featuring the brand's "Go Forth" ads and a branded "magazine" that allows readers to shop Levi's fall collection and share images on Facebook and Twitter.
The campaign runs through October in nine publications' Flipboard feeds: Vanity Fair, Glamour, Details, Elle, Marie Claire, Esquire, ESPN, Fast Company and Rolling Stone. Flipboard worked with Levi's and agency OMD to create the mix of video, ads and images for the magazine.
One question for Flipboard going forward, obviously: Will we see more? The two-year-old startup recently said it has 20 million users -- 1.5 million daily -- and is counting 3 billion monthly "flips," or page turns, so it's reaching an interesting scale.
But some of the social plumbing that makes it unique is under threat. The Flipboard app builds social magazines by pulling content shared by users in social networks and Twitter is an important part of that. But as AllThingsD has pointed out, as Twitter itself moves into content, it's unclear whether it will continue to allow the use of its API for third-party services like Flipboard. If Twitter wants to start selling big display ads for its own apps, watch out.