Conde Nast men’s magazine GQ posted an impressive 300 percent gain in video viewers over last year thanks to the cheeky digital shorts the brand has been making with its cover stars.
The videos, like a scripted comedy short in which Dwayne Johnson auditions for sequels to “Goodfellas” and “Home Alone,” are responsible for 85 million views on the
The content represents a pivot from the traditional way video is used to promote magazine covers — which typically manifests as extended behind-the-scenes footage from photo shoots and a few quick sound bites from a star.