The clothing brand pushes mobile advertising to a new level by incorporating geo-fencing technology in its latest campaign.
Iconic clothing retailer, Gap, recently launched its latest ad campaign incorporating brand new geo-fencing technology. In partnership with ad agency Titan, the company placed print ads at bus and subway stops in major cities such as New York and Chicago. Utilizing geo-fencing technology, Gap was able to activate its mobile ad campaign for users who were near these print ads. Mobile users who were browsing the internet or playing a game would see pop-up ads that reinforced the Gap messages already in the area. Gap also worked with gaming company, Zynga, to promote its mobile messages through Zynga’s famous “Words With Friends” app. Mobile coupons were also featured to persuade users to take a second look. The campaign, which ran for two weeks, resulted in 2.5 million impressions and a 0.93 percent clickthrough rate — a notable achievement for the first geo-fencing retail campaign of its kind.
Gap’s senior director of media and brand engagement, Chris Gayton, says the campaign was a good way to “close the loop,” motivating customers to visit stores. Gayton added that the company is interested in experimenting with similar campaigns in the future as the results were very promising.