GAP

Problem

GAP wanted to relaunch its "Born to Fit" jeans. Because of the changing landscape of the media world, GAP didn't feel that its regular TV celebrity ads were appropriate for connecting with, and engaging, today's digital consumer.

They decided to ditch TV and its mass media appraoch for an integrated, viral social media/mobile campaign (Facebook, Web, iPhone app, videos).

Social Media Solution

GAP decided to build its new campaign around a Facebook fan page which featured an interactive gallery and a virtual runway which clicked through to their Web site that had videos and comments from GAP's jean designers.

The campaign also included a StyleMixer iPhone app so users could mix and match outfits and receive feedback from Facebook friends and the iPhone's StyleMixer community. In addition, GAP sent promotional offers to customers when they were near a GAP store.

Success

This integrated campaign covered all the bases. Sales results are not available, but based on the buzz, it appears that it will be very successful. Plus, the savings alone from T.V. advertising is in the millions.