The Gap is launching a new line of denim wear and the ad campaign is using social rather than traditional media. The “Born to Fit” campaign includes no TV commercials and instead uses Facebook. All the offline ads drive consumers to the initiative’s Facebook page. The effort launched on Thursday, August 13.
On the campaign Facebook page fans can watch a video of Rada Shadick, Gap’s “fit engineer,” explaining the development of the new denim line, called “1969” (named after the year The Gap was founded), and see which fit might work for them. Fans can also upload photos and videos and click through to Gap.com to make purchases.
The campaign also includes banner ads on blogs and an iPhone application called the StyleMixer that lets users mix and match outfits and interact with friends on The Gap’s Facebook page.