Not long after Gap began advertising in Foursquare with a 25% discounts for checkins, Foursquare co-founders Dennis Crowley and Naveen Selvadurai have found another way to work with the marketing team at Gap: by modeling in its latest ad campaign.
The campaign, which is running in TV, print and online, features a number of relatively high-profile figures, including former First Niece Lauren Bush, Aussie actor Ryan Kwanten from True Blood and style blogger Susie Bubble. It asks the question: “If you could give anything in the world, what would it be?”
Crowley and Selvadurai chose to benefit Camp Interactive, which combines nature and technology to benefit inner-city youth.
You can view one of the commercials from the campaign below. For each “Like” one of the videos receives on Facebook, $1 will be donated to the charity featured in the video, on top of a base $150,000 donation from Gap. (Customers will also receive a 30% discount on one regularly priced item from Gap when they mention the words Viral 30 in store).
A really nice, feel good campaign that is less about what can we flog to you and more about what can we give. A great strategy that is sure to get GAP many online hits and positive exposure during such a noisy retail period.
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