Gap Takes Casting Call To Social Media

  • gapkidssocial

gapkidssocialGap is going social for its new back-to-school campaign.

The retailer has launched “GapKids Class of 2014,” a global contest inviting parents to submit photos of their kids for the chance to be featured in a 2015 GapKids marketing campaign.

Gap said it’s the “next generation” of Casting Call, a program that invited parents to upload photos of their child to a Gap microsite, Gap Facebook page or via a Gap Casting Call app.

This year, everyone who enters will receive a 15-second video of their child’s photos (parents are asked to submit three). The videos are meant to be shared on social channels and will encapsulate “a GapKids-inspired aesthetic and the free spirit of childhood, with all its perfect imperfections,” said Heather Hopkins, director of PR at Gap Inc. Canada.

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“We built on the social aspect because we know our customers are connected,” she said. “This is an important way to engage them in a compelling, convenient and very visual way.”

On Aug. 16, parents were invited to Gap locations in Toronto, Montreal and Vancouver to have their kids’ contest pictures taken by a professional photographer. Gap is also promoting the contest across its new @GapKids social channels (Instagram, Twitter and Pinterest) and at GapKidsClass.com.

This article originally appeared in MarketingMag.ca by REBECCA HARRIS