Airwalk's Invisible Pop up Store.

Young & Rubicam launched the world's first invisible pop up store for legendary shoe brand Airwalk. The iconic 1994 JIM is a casual, comfortable lifestyle sneaker. It's made to be worn when you hang out with friends. That's why Airwalk wanted to launch the limited edition replica not in shops, but in typical hangout spots like parks, boulevards and beaches. Using the augmented application, GoldRun, users could reserve one of the 300 limited edition pairs by going to one of the two Invisible Pop Up Store locations (in New York and Venice Beach, CA), and snapping a picture of the augmented reality shoe. People were only able to buy the sneaker if their GPS-enabled smartphone confirmed that they were within the confines of the invisible store.

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Gap Want to give this Christmas

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.