Gap Tunes Up for Jeans Launch
Gap launches new jeans styles with a music-themed campaign that gives away iTunes downloads for trying on jeans.
The multi-pronged, two-month “Favorites” campaign breaks Aug. 8 with Find Your Favorite Fit events that gives a free iTunes download to shoppers who try on any Gap jeans. The in-store events run through Aug. 31 with ad support on network and cable TV and in print (US Weekly, People and Entertainment Weekly) through Aug. 23 via Laird+Partners, New York.
Gap follows up with a TV and print campaign starring musicians in their fave Gap jeans, performing original remakes of their favorite songs. The campaign features Alanis Morissette, Joss Stone, John Legend, Michelle Williams of Destiny’s Child, Jason Mraz, Keith Urban, Liz Phair and Brandon Boyd of Incubus.
The campaign gets heavy airplay during the Aug. 28 MTV Video Music Awards, which Gap is sponsoring for the second year running; Gap plans a slate of events for the week leading up to the awards.
Gap loops the ad campaign back in-store with a limited-edition CD of eight songs from the artists in the ads; a directors’ cut of the fall TV spot; and behind-the-scenes footage from filming the spot. The CD is free with purchases of $60 or more in-store or at Gap.com from Sept. 1 through Sept. 17.
The “Favorites” campaign launches three new styles for women—, Straight and Original— one for men: Straight.
“Much like your favorite music, your favorite jeans are a unique expression and reflection of your individual style,” said Gap Marketing Executive VP Jeff Jones in a statement. “The relationship between jeans and music is a hallmark of Gap’s identity, so we’re thrilled to team up with iTunes to bring this connection to life for our customers.”
