All Aboard
Clothing retailer Gap is returning to its musical roots with a bus tour turned pop-up store and sweepstakes that will send customers to some of the summer’s hottest concerts.
Through The Gap Rock Color Bus Tour, the clothier is bringing its summer gear straight to consumers via a 1969 school bus that converts into a pop-up store. The tour, part of Gap’s Rock Color summer campaign, kicks off this month at hot spots and beaches in New York and Los Angeles through June 25.
In flower power fashion, the Gap-branded bus carries some of the brand’s summer must-have T-shirts, hoodies, flip flops and hats. In a nod to music, Gap is rolling out T-shirts inspired by the look and feel of concerts from the 1960s and 1970s ($16.50 for women; $19.50 for men).
“We want to bring energy and fun to customers,” Gap spokesperson Erica Archambault says.
From the shores to the stores, Gap this month also kicks off its Rock Color Summer Concerts promotion, which gives away free tickets to hot rock and country concerts. Gap shoppers in New York, Los Angeles, San Francisco and Chicago can pick up a free instant-win game pieces in-store. About 200 Gap stores are participating.
Gap will award instant winners two tickets each to see the Dave Matthews Band, Goo Goo Dolls and Counting Crows, Willie Nelson, John Fogerty or Panic! At the Disco between June and September. Street teams will distribute concert postcards to drive buzz and heighten awareness around the two-month-long promotion.
Consumers nationwide can also enter a sweeps for a chance to win concert gift certificates at Gap.com/rockcolor. One grand-prize winner will receive a trip for two to New York City for a private VIP concert with artist John Legend. As part of the prize, the winner and guest will go back stage to meet Legend in person. The contest runs through June 18.
“Music is part of our heritage,” Archambault says. “It’s in our soul at Gap.” The retailer is almost synonymous with music; It’s been a part of the brand since its inception in 1969. The San Francisco-based chain first broke into the business selling jeans and records in its stores. Nearly four decades later, the beat goes on for the brand best known for its hip jeans, T-shirts and hats. “It’s a great way for us to connect with our customers in a meaningful, energetic and fun way,” Archambault says.
In-store signage, print ads and online materials support. A Squared Group, West Hollywood, CA, handles the bus tour; ePrize, Pleasant Ridge, MI, handles the sweepstakes fulfillment and Laird + Partners, New York, handles creative.
