For those of you who, like me, wish you could go shopping without spending any money, your dream might be coming true. Gap announced that they will give away 10,000 pairs of jeans to shoppers who check into a Gap retail location using Facebook’s new Deals feature. This campaign will not only help Gap to bring more consumers into the store as the holiday season nears but, through the use of incentives such as custom apparel, will also encourage people to participate in location-based social media. Although Facebook and Twitter have gained popularity, the Pew Research Center recently found that only 4% of online adults currently use location-based services, such as Foursquare or Gowalla.
The deal, which is not promoted on the Gap’s website, is the company’s third attempt at a marketing campaign driven by social media outlets. They partnered with discount site Groupon, as well as location-based Foursquare, back in August. Perhaps this new drive towards social media is an attempt to generate some favorable attitudes and positive press after the public outrage over the Gap’s recent re-branding efforts.
Sarah
Marketing Coordinator
image from www.gap.com