Dentsu, ADK To Market Flipboard

As initially reported in OnlineMediaDaily on September 14, San Francisco-based Flipboard, the social magazine app, has struck a deal with two of Japan’s largest ad agencies, Dentsu and ADK, to help it market the service in Japan, the companies said Friday.

Flipboard launched in Japan in May and has been working with the agencies since then, but now has entered into a formal partnership with the two shops.

The agencies will assist in expanding the number of media companies that share content via the app and also help popularize the service among consumers in Japan and promote the platform as an advertising medium.

Among the media companies recently agreeing to share content with Flipboard in Japan are GQ Japan, Wired, AOL Celebrity, the Japanese edition of National Geographic and Autocar Japan.

Flipboard bills itself as a social network aggregator that offers a magazine-type format for Android and Apple devices. It presents images, stories and links from various online social media, RSS feeds and blogs in a magazine-type presentation that users can “flip” through.

The app was unveiled in December 2010 and was available at first for Apple iPads and phones. Android versions were introduced earlier this year.

Earlier this month, Levi's confirmed it was adding a Flipboard component to its “Go Forth” campaign this fall. The effort introduces a new ad format that Flipboard calls a “brand magazine,” which combines all the images, content and social elements tied to a campaign into a single channel in the iPad app. That campaign, orchestrated by Levi's media shop OMD, runs through October.

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