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DailyCandy, the multiplatform women’s digital media company, on Thursday unveiled DailyCandy Scout, a free mobile app for the iPhone, iPad and iPod Touch that enables consumers to become roving real-time DailyCandy contributors. Scouts will be able to spot and share their local discoveries. In addition, a group of about 80 of DailyCandy’s favorite designers, boutique owners, chefs, TV talent and influential bloggers will join the DailyCandy Scout Society, contributing their personal discoveries via the new app. Among those who have joined the society are Elizabeth Olsen, Lauren Moffatt, Clare Vivier, Jeannie Mai and Kara Laricks.
Scout users can snap a photo, add a caption and upload their finds in real time. Editors will also introduce several challenges each week, such as ““Flaunt Those Kicks” or “Demonstrate Your Good Jeans.” Scouts who submit the most unique finds will have the chance to get direct feedback from editors, win prizes and have their discoveries spotlighted in DailyCandy’s e-mail newsletter and video series, and on its Web site and social media platforms such as Facebook, Twitter, Pinterest and Tumblr.
This story first appeared in the October 29, 2012 issue of WWD. Subscribe Today.
Key DailyCandy marketing partners will be invited to cocreate Scout Challenges that showcase new products and brand experiences. H&M has signed on as the launch sponsor, promoting the “Scout That Street Style” challenge within the app experience. The scout with the best eye for capturing a candid fashion pose will win a $500 H&M shopping trip.
Fernando Romero, vice president of sales at DailyCandy, said DailyCandy Scout will help marketers monetize mobile.
DailyCandy, which has a community of more than six million users, is a unit of NBCUniversal’s Entertainment & Digital Networks and Integrated Media.