The digital campaign for Gap’s 1969 Premium Jeans —‘Born to Fit’— marks a first in the fashion industry as Gap launches one of the most robust consumer experiences to-date using a range of social media platforms. By harnessing the most popular social media platforms, the ambitious digital campaign developed by AKQA aims to reach fashion leaders and fashionistas, Gap customers and even skeptics to encourage conversations around Gap’s reinvented line of jeans.
Facebook
Gap partnered with Facebook to transform its Fan Page into the ultimate jeans destination. Developed by AKQA, www.facebook.com/borntofit acts as the central hub for the campaign, where visitors can engage and express themselves. The interactivity encourages users to find their ideal 1969 Premium Jeans fit and includes:
- A Born to Share interactive gallery with pictures of Gap fans telling the world what they were born to do. Visitors can also participate by creating and uploading their own “born to” expression.
- A virtual, moving runway where fans can watch models sport each fit of jeans in three different ways. Visitors can also click through to Gap.com
- A Fit Spotlight where users can explore the jeans up close and hear commentary about each of the styles from Gap’s head designer, Patrick Robinson.
- A video of Rada Shadick , Gap's Fit Engineer, discussing the craftsmanship and details of the new jeans.
Mobile StyleMixer iPhone App
Recognizing that Gap customers are often on the move, AKQA also developed a StyleMixer iPhone application. This social shopping tool enables users to mix and match clothes, find inspiration, get advice and more.
StyleMixers can organize outfits, get feedback from Facebook friends and the iPhone StyleMixer community, take, upload and integrate images of clothes from their own closets and get ideas from other community members. Leveraging a relatively untapped iPhone technology, the app unlocks surprise offers when users are near a Gap store.
“Our ‘Born to Fit’ digital campaign enables customers to get as close as possible to the jeans without actually touching or feeling them – it’s a way for them to experience the jeans digitally from our point of view. Then once they’ve had a chance to try the jeans on, we encourage them to come back to our ‘Born to Fit’ community to share their opinions, style tips or even create their own ‘Born to’ expression.” (Gap’s EVP of Marketing)
GAP’S SUPPORTING social CAST
Further opportunities for Gap customers to express themselves via social media are:
- Style advice video content and celebrity videos are available on YouTube.
- A Gap Twitter feed will keep followers up to date with tweets on celebrity encounters, exciting events, styling recommendations, and upcoming collections posted daily.
- The ‘Born to Fit’ campaign additionally partners with the influential fashion community, Polyvore, to bring to life the jeans in the style tips section.
- Rich media ads will run on NBC.com, Fox.com, the NYTimes.com, and the Glam and Sugar networks, with an exclusive launch partnership for Perez Hilton’s new fashion-related site, CocoPerez.com.
- -
