Gap Promotional Smartphone Application
We were each given a brand and an audience type at random, and instructed to develop a social media campaign using our chosen media. My brand was Gap and my target audience was ‘Gadget lovers over 60’. So I was targeting those who have a decent grasp on modern technology, and perhaps own a smartphone/tablet and use the App Store to keep updated on a regular basis.
I developed a smartphone application that motivates people to live be healthy and live an active lifestyle. I created an app featuring a store locator and pedometer that work together to encourages the user to walk to a Gap outlet to make themselves eligible for of 35% off in-store on their arrival. Customers are invited to get together with friends to take up the challenge as a group; Facebook will primarily be used to organize as people can create the event and invite whoever they want events that are or The ID is supplied by the app when you successfully walk to to a Gap store. Customers can tweet about this experience on twitter or “check in” on Facebook to let their friends what they are doing and share the deal.
The synchronization between interactivity and social networking in this campaign allows users to update as they go. Customers check in to a Gap store Facebook having completed their journey to the store, alerting their friends, encouraging the viral spread of the campaign. The message of the campaign is to inspire Gap’s customers to take part in an active and healthy lifestyle; encouraging people to ‘feel good’ in yourself and confident what you wear.
