Now that Gap has been sufficiently made fun of for its logo redesign disaster a couple years back, let’s take a moment to praise the brand for something it’s doing right: mobile marketing! It’s another hot-button digital marketing topic but one that brands are still figuring out how to do effectively. If Gap’s move a couple months ago is any indicator, it looks like they’re on the right track.
Gap recently bought out all of Tumblr’s mobile ads for a day (which had never been done before, FYI) in order to kickstart its fall “Back to Blue” campaign. First, the company asked Tumblr bloggers to create original content of what blue meant to them, which already shows savvy and know-how on Gap’s part when it comes to using different campaigns for different social media outlets. The icing on the cake, however, is that the brand picked its four favorite submissions to be featured in all of Tumblr’s mobile ads on August 29. Talk about a smart monopoly!
The global director of digital and social media at Gap, Rachel Tipograph, told Mashable how Gap was essentially using the Tumblr community as a creative agency in its own accord:
“Pop culture doesn’t really start on TV anymore. Pop culture starts on the Internet. When you think about what community is creating pop culture on the Internet, it’s Tumblr. We wanted to partner with the best content creators, give them a chance to make the Back to Blue brief, and then take the best pieces of content and turn them into mobile ads.”
All I can say is…keep up the good work. You go, Gap.