{"$schema": "https://iptc.org/std/ninjs/ninjs-schema_3.2.json", "uri": "urn:newsml:wireva.mib.news:story:3ab0aacd-8142-4923-8ede-ad5516eaa301", "type": "composite", "version": "1", "versioncreated": "2026-11-12T05:45:16.064231Z", "firstcreated": "2026-11-12T05:45:16.064231Z", "pubstatus": "usable", "language": "uk", "headline": "Бренди перетворюють скандал навколо адвент-календаря Skims на маркетингову гру", "description_text": "Компанія Skims Кім Кардашян продала коробку-адвент-календар за 148 доларів, що викликала хвилю критики в соцмережах. Конкуренти відповіли пародійними кампаніями, а частина брендів почала швидко використовувати тему для власної реклами.", "associations": {"item-0": {"$schema": "https://iptc.org/std/ninjs/ninjs-schema_3.2.json", "uri": "urn:newsml:wireva.mib.news:item:bb2570fa-7ba8-49dc-9abe-33c8bfba1d86", "type": "text", "profile": "standard", "version": "1", "versioncreated": "2026-11-12T05:45:39.066037Z", "firstcreated": "2026-11-12T05:45:16.064231Z", "pubstatus": "usable", "urgency": 5, "language": "uk", "headline": "Бренди перетворюють скандал навколо адвент-календаря Skims на маркетингову гру", "byline": "Вікторія Черненко", "located": "Ukraine", "copyrightholder": "Haydamax OÜ", "copyrightnotice": "Wireva / Контрактова", "usageterms": "Subscribers may republish this item in full, including translation and trimming, with the credit “Wireva / Контрактова”. Set rel=canonical to https://kontraktova.com/stil-zhittia/brendi-peretvoriuiut-skandal-navkolo-advent-kalendaria-skims-na-marketingovu-gru/ when publishing on the web.", "description_text": "Компанія Skims Кім Кардашян продала коробку-адвент-календар за 148 доларів, що викликала хвилю критики в соцмережах. Конкуренти відповіли пародійними кампаніями, а частина брендів почала швидко використовувати тему для власної реклами.", "altids": {"mosaic": "bb2570fa-7ba8-49dc-9abe-33c8bfba1d86", "story": "3ab0aacd-8142-4923-8ede-ad5516eaa301", "slug": "brendi-peretvoriuiut-skandal-navkolo-advent-kalendaria-skims-na-marketingovu-gru"}, "subject": [{"name": "Economy and business", "rel": "direct", "literal": "economy", "code": "medtop:04000000", "scheme": "http://cv.iptc.org/newscodes/mediatopic/", "uri": "http://cv.iptc.org/newscodes/mediatopic/04000000"}], "place": [{"name": "Ukraine", "literal": "ua", "code": "UA", "scheme": "http://cv.iptc.org/newscodes/countrycodes/"}], "person": [], "organisation": [], "genre": [{"name": "Standard story", "literal": "standard"}], "service": [{"name": "Wireva", "literal": "wireva"}], "associations": {"featuremedia": {"uri": "urn:newsml:wireva.mib.news:media:c5d7dbd6-1f5a-4f5d-bb69-88ee5e0b375f", "type": "picture", "version": "1", "pubstatus": "usable", "headline": "Brands Are Turning Skims’ Advent Calendar Trash Into Treasure With This Cheeky Social Media Trend", "description_text": "Бренди перетворюють скандал навколо адвент-календаря Skims на маркетингову гру", "copyrightholder": "img-cdn.inc.com", "copyrightnotice": "Brands Are Turning Skims’ Advent Calendar Trash Into Treasure With This Cheeky Social Media Trend", "usageterms": "Picture belongs to the source publication: address and terms are delivered, the file is not.", "altids": {"wireva": "c5d7dbd6-1f5a-4f5d-bb69-88ee5e0b375f"}, "extra": {"wireva:delivery_mode": "link_only", "wireva:rights": {"licence": "", "licence_url": "", "licence_raw": "RSS source", "licence_verified_at": "2026-11-12T05:45:39.096793Z", "attribution_required": true, "attribution_text": "Brands Are Turning Skims’ Advent Calendar Trash Into Treasure With This Cheeky Social Media Trend", "redistribution_allowed": false, "commercial_use_allowed": false, "modifications_allowed": false, "share_alike_required": false}, "wireva:provenance": {"creator": "", "source_name": "img-cdn.inc.com", "source_url": "https://img-cdn.inc.com/image/upload/f_webp,q_auto,c_fit/vip/2026/11/skims-advent-calendar-brands-social-media-inc.jpg", "source_page_url": "https://img-cdn.inc.com/image/upload/f_webp,q_auto,c_fit/vip/2026/11/skims-advent-calendar-brands-social-media-inc.jpg", "our_page_url": "https://kontraktova.com/stil-zhittia/brendi-peretvoriuiut-skandal-navkolo-advent-kalendaria-skims-na-marketingovu-gru/"}, "wireva:role": "lead"}, "renditions": {"source": {"href": "https://img-cdn.inc.com/image/upload/f_webp,q_auto,c_fit/vip/2026/11/skims-advent-calendar-brands-social-media-inc.jpg", "mimetype": "image/jpeg"}}}}, "extra": {"wireva:story": {"uri": "urn:newsml:wireva.mib.news:story:3ab0aacd-8142-4923-8ede-ad5516eaa301", "slug": "skims-20261112", "status": "closed", "languages": ["uk"], "item_count": 1, "is_breaking": false}, "wireva:rights": {"class": "agency_original", "redistribution_allowed": true, "commercial_use_allowed": true, "modifications_allowed": true, "share_alike_required": false, "attribution_required": true, "attribution_text": "Wireva / Контрактова", "canonical_required": true, "canonical_url": "https://kontraktova.com/stil-zhittia/brendi-peretvoriuiut-skandal-navkolo-advent-kalendaria-skims-na-marketingovu-gru/", "linkback_required": true, "licence": "Wireva subscriber licence", "licence_url": "", "licensor": "Haydamax OÜ", "valid_until": null, "excerpt_max_chars": 0, "decided_by_rule": "agency_original_verified", "needs_review": false}, "wireva:provenance": {"production_method": "automated", "ai_stages": {"editing": true, "drafting": true, "headline": true, "discovery": true, "classification": true, "image_selection": true, "source_collection": true, "cross_source_comparison": true}, "model": "", "human_reviewed": false, "reviewed_by": "", "reviewed_at": null, "editorial_control": true, "editorial_responsibility": "Haydamax OÜ (Wireva)", "factchecked": false, "verification_status": "single_source", "independent_confirmations": 0, "official_source_used": false, "used_press_release": false, "public_interest": true, "ai_disclosure_required": true, "ai_disclosure_text": "Матеріал підготовлено за допомогою ШІ під редакційною відповідальністю Haydamax OÜ.", "independence_check": {"status": "passed", "score": 0.062, "checked_at": "2026-11-12T05:45:39.091946Z"}, "sources": [{"url": "https://www.inc.com/olivia-bria/skims-advent-calendar-backlash-social-media-marketing-trend/91435154", "title": "Brands Are Turning Skims’ Advent Calendar Trash Into Treasure With This Cheeky Social Media Trend", "publisher": "inc.com", "type": "rss", "role": "primary", "official": false, "retrieved_at": "2026-11-12T05:45:39.075942Z", "published_at": "2026-11-11T21:13:08Z"}]}, "wireva:publication": {"name": "Контрактова", "domain": "kontraktova.com", "country": "UA", "url": "https://kontraktova.com/stil-zhittia/brendi-peretvoriuiut-skandal-navkolo-advent-kalendaria-skims-na-marketingovu-gru/"}, "wireva:links": {"self": "https://wireva.mib.news/api/v1/items/bb2570fa-7ba8-49dc-9abe-33c8bfba1d86", "html": "https://wireva.mib.news/item/bb2570fa-7ba8-49dc-9abe-33c8bfba1d86/brendi-peretvoriuiut-skandal-navkolo-advent-kalendaria-skims-na-marketingovu-gru/", "story": "https://wireva.mib.news/story/skims-20261112/"}, "wireva:metrics": {"word_count": 152, "char_count": 1146, "reading_time_seconds": 82}}}}, "extra": {"wireva:languages": ["uk"], "wireva:status": "closed", "wireva:item_count": 1}}