News Home > Online Advertising
Gap Jeans Go Viral for New Campaign
Leading fashion retailer The Gap has made the decision to use viral marketing to promote its new line of clothing, leaving the traditional medium of television by the wayside, according to a news article on the brand-e.biz website.
The Gap’s new line of denim wear, 1969 Premium Jeans, will be mainly advertised through a dedicated page on the social networking site Facebook, which can Be Found from BornToFit.com. This is part of a campaign devised by digital marketing agency AKQA.
Banner adverts will be placed on websites which state what the site is “Born to” do. For example, ads on lifestyle blog popsugar.com will declare that it is “born to strategise”.
AKQA has also designed an Apple app, the StyleMixer. It is intended for users to organise their clothing ensembles, get feedback from friends on Facebook, use pictures of their own clothes get new fashion ideas.
More traditional media will be used as part of the campaign, with ads appearing on billboards, in cinemas and in newspapers and magazines. Their main function though will be to direct potential customers to the Facebook page, where they will be able to view a video of Gap’s fit engineer Rada Shadick talking about the ideas behind the new fashion line.
There will also be video clips of celebrities explaining what they were “Born to” do. Visitors to the BornToFit.com site will also be able to interact with it, with the chance to make a Gap advert themselves and receive tips on style and fashion from the experts.
Gap appears to have listened to the growing number of digital marketing experts who have urged companies to make more and better use of social networking in their sales campaigns.
Online Advertising news posted by 
on 20 August 2009
Stock Tickers: NYSE:GPS
