Macala Wright: How Gap Is Winning With Mobile Millennials
GAP's SMS x Passbook Offer campaign see success in mobile marketing in North America.
In the past year, the focus of marketing to Gen X has shifted to Gen Y, given the consumer spending power of growing group. Marketing to them given is at the forefront of every marketer’s mind. And we’re looking for examples of creative approaches to marketing that don’t require completely reinventing the wheel and can always help our end of the year bottom lines.
Over the Holiday, GAP secretly launched an unorthodox SMS x Passbook Offer campaign to support their current “Make Love” campaign. Partnering with holiday travel providers and destinations such as Southwest Airlines, Aloft Hotels, Bliss Spa, Barnes and Noble and DreamDry, the company aimed to show up to a new customer base in a new way. With these partners, GAP seeded ‘Love Notes’ that have a SMS prompt to text a short code. Mobile then receive a mobile link to an exclusive offer from Gap, which you can seamlessly save to Passbook Offers.