GAP unveils two 'Back to Blue' marketing campaign videos

17 Sep '13

4 min read

Three Screens Help Extend “Back to Blue” Excitement

Recognizing that people carry smart phonesand tablets with them nearly all the time, Gap has developed its film content to extend well beyond the TV set to all three screens, including TV, desktops and smart phones/tablets. A series of in-depth films, interviews, quotes, images and facts about Dhani and Alexa will be offered through digital, mobile and social platforms.

Gap is complementing its traditional TV schedule through its own social channels, partner sites and mobile advertising, and through a unique partnership with Twitter. As an exclusive first for Gap, the brand is revealing the two spots on Twitter first and is also leveraging the platform as an extension of a traditional TV network.

Additionally, through Promoted Tweets using Twitter’s TV ad targeting technology, Gap is broadening the reach of the spots by connecting with consumers who are tweeting about relevant TV shows where Gap already advertises and connecting with consumers outside of its organic follower base. Twitter is also acting like a phantom “TV network,” enabling the videos to appear in countries like the UK where they’re not airing on traditional TV.

“The way people get their information and entertainment has materially and permanently changed. It's everywhere every minute of the day. While TV still reaches many people at the same time, it's the power of social conversations that turn amazing video content from a commercial into an event. By leveraging a platform like Twitter, we’re able to broaden and deepen the emotional power of Back to Blue, long after the spots have stopped airing on the networks,” added Farbman.

Back to Blue is the broadest-reaching campaign in the company’s modern history, reflecting the dramatically changing media landscape. The Back to Blue spots will air in North America and globally in select markets in TV, cinema, digital, social, in-store, and taxi TV. In addition to TV, it celebrates the brand’s heritage through print, outdoor, direct, social, in-store and digital.

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