Gap Puts Contest Winners on TV
Gap’s How Do You Wear It? contest invites entrants to submit photos of themselves in Gap attire. Consumers get to vote online for their favorites in six categories; those winners will appear on Sony Pictures Television’s syndicated TV show Life & Style, a one-hour daily talk show.
The online contest ties into Gap’s TV campaign featuring actress Sarah Jessica Parker and musician Lenny Kravitz, and its Show Us How You Wear It Tour running Sept. 2-26. The contest runs through Sept. 26 via ePrize, Farmington Hills, MI. TV spots broke Aug. 29 and run until Oct. 2 via Laird+Partners, New York City.
Contest entrants register at howdoyou.com, then submit a photo in one of six categories (men, women, boys, girls, baby boys, baby girls). Entrants also can submit photos at Show Us How You Wear It tour stops. Online voters choose five finalists in each category; judges choose a grand-prize winner for each. Top winners get a trip to New York City for the Oct. 14 taping of Life & Style and tickets to a Broadway show. Finalists get a $500 Gap gift card.
Voters get an instant-win game piece each time they vote; 70 winners get a $100 Gap gift card.
The eight-city tour uses a mobile photo studio to photograph visitors in Gap attire. The first 200 visitors at each stop (in Chicago, Los Angeles, Miami, Minneapolis, New York City, Philadelphia, Toronto and Gap’s hometown, San Francisco) get a free photo of themselves in the style of Gap print ads.
