Models / Marketing and Promotion / Emmys / Grammy Awards / Technology

Emmy, Grammy Award Red Carpets to Become Shoppable

Posted On: Jun 21, 2018   |   Posted By: WWD

Buy it off their backs. FX Group, the marketing partner and advisory firm that manages award shows like the Emmys, Billboard Music Awards, Grammy Awards, Miss America and American Music Awards, has partnered with Mavatar to make its red carpets shoppable. Viewers will have the opportunity to purchase items via Mavatar's mCart technology, a decentralized marketplace.
“FX Group and its ecosystem are the natural fit for adopting the first mCart marketplace,“ said Susan Akbarpour, cofounder and chief executive officer of Mavatar. “The FX Group's customers are the true examples of macro-influencers or mainstream media including TV, movies, magazines and red carpet shows, whose power of storytelling sets the trends and influences millions of consumers every second. Their content resonates with the consumer, creates emotional connection between consumers and products and prompts them to buy. Outdated technologies and attribution models cannot take a lead in this crucial time.”
The marketplace will optimize content,...

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