Gap (NYSE:GPS) has launched its #Summerloves campaign which incorporates social media marketing and location-based technology in a push to drive store traffic using mobile ads.
The campaign features musicians Andra Day, Wardell and Smith Westerns with the tagline "This summer, we celebrate the season through music."
Gap has designed banner ads to run in mobile apps that include the hashtag #Summerloves alongside how far away the nearest store is. The mobile ads direct traffic to a #Summerloves microsite where users can view and shop Gap looks modeled by Day, Wardell and Smith Westerns.
The microsite also features user-generated content pulled from the Gap Instagram page and #Summerloves hashtag. Day appears in one such Instagram video clip, where she announces her new partnership with the clothing brand.
The new campaign is part of Gap's previously announced strategy to build out its omnichannel capabilities and focus on digital design. Last month, the retailer said it would invest $300 million in new digital initiatives, with a big focus on mobile.
"The opportunity to better monetize the huge amount of incremental traffic coming off of this device we see as very significant, and you will see pretty radical progress in our mobile Web experience, and the experience delivered to this device over the course of the next several months," Art Peck, president of growth, innovation and digital, said during Gap's annual shareholder meeting.
Looking ahead, Gap said it will also test a mobile point-of-sale technology that will be part of a new loyalty program that the retailer plans to test later this year.
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