Gap (NYSE:GPS) has partnered with WeatherBug to offer commerce-enabled ads that build awareness about its blogging and social community.
The mobile ads showcase bloggers who are members of the Styld.by community, a group of bloggers who style Gap clothes with everything else in their wardrobes. According to Gap, a majority of visitors to Styld.by arrive via mobile devices and it was only natural for the company to ramp up mobile advertising for this campaign.
Gap's mobile banner ads feature individual looks created by the various style bloggers alongside copy that prompts viewers to click to learn more about how the fashionistas put together the outfit. Once the banner ad is clicked, a new screen opens with a full-page ad that shows the outfit and the individual Gap items worn. A third click takes users to the Styld.by site where they can view various posts from the Gap style bloggers.
In this instance, Gap aims to help mobile users find inspiration on how to wear items and create a more versatile wardrobe, rather than push marketing messages about a limited-time sale or store promotion. Content-driven ads such as these by Gap are important for retailers who want to build community and generate sales.
-See this Mobile Commerce Daily article
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