At noon EST today, a selection of items from the collection became available early to Facebook Fans of Lucky and HSN via the “Pop-Up Shop” tabs on each one’s Facebook Page. You can browse and select the items you’d like to purchase on the tab, which will automatically fill your shopping cart on HSN. Once you’re done shopping, you can finish the checkout process at HSN’s website.
Lucky will receive a portion of all sales made via HSN’s website. Although the partnership is a bit unusual for a magazine — whose relationships with advertisers are primarily confined to publishing print advertisements — the promotion is very in-line with others Lucky has done with retailers. Lucky recently teamed up with Foursquare to offer reviews and discounts at various retailers to users of the service.
The promotion is part of a larger attitudinal shift in the publishing world. Previously, publishers focused entirely on driving traffic from platforms like Facebook to their sites. Now, publishers are trying to better integrate their content onto Facebook. We learned earlier this week, for instance, that several major magazine publishers plan to make their articles available entirely in users’ newsfeeds in an effort to increase subscription sales.
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