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Instagram-plus! Celeb living in new tower (300 Ashland) gets paid to promote it

Ok, in this time of rising competition among luxury buildings and rental "incentives," every developer needs an edge. I've written about deals with Instagram fashionista to produce gauzy, park-promoting advertorial for 550 Vanderbilt (1, 2, 3), which actually came after similar promotion for 365 Bond in Gowanus.

Reports New York magazine's The Cut:
Last week, one influencer broke new ground in the ever-expanding world of celebrity spon-con. Tavi Gevinson, the 20-year-old actress and founder of the socially conscious teen magazine Rookie, started advertising her own luxury apartment building on Instagram.
Gevinson, who has over 500,000 followers on the app, posted several photos documenting her move to 300 Ashland, a glossy 35-story tower in Fort Greene, Brooklyn. In many of the posts, she explicitly listed her new address — 300 Ashland Place — in the location field. In captions touting the building’s amenities and prime location, she used the hashtag #300AshlandPartner, signaling to her followers that she was being paid for the posts.
A public relations rep for Two Trees, which develop the building, would specify the terms, but that Gevinson lives there full time, pays rent, but also gets some compensation:
“We are partnering with a few creative influencers who are great fits for our residential buildings,” he said in a statement.
...The rep also revealed that, as part of her partnership deal, Gevinson will host private events for her fellow tenants at 300 Ashland.
An AY effect?

Well, I don't necessarily think Forest City Ratner will do this for a 50% market/50% "affordable" building like 461 Dean, nor necessarily will Greenland Forest City Partners do it for the condo building 550 Vanderbilt--though a staffer was happy to plug the visit by a potential celebrity buyer, the actress Lupita Nyong'o.

But if and when a 100% market rental building emerges--and the market remains tight--maybe they'll so something as creative, and maybe a celebrity will want the benefit and the buzz (and the risk).

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