Gap continues to roll out its Back to Blue fall global marketing campaign and is optimizing the content for what it calls "all three screens" — TVs, desktops and smartphones/tablets.
A series of in-depth films, interviews, quotes, images and facts about musicians Dhani Harrison and Alexa Ray Joel will be offered through digital, mobile and social platforms. Gap is complementing its traditional TV schedule through its own social channels, partner sites and mobile advertising, and through a partnership with Twitter.
As an exclusive first for Gap, the brand is revealing the two spots on Twitter first and is also leveraging the platform as an extension of a traditional TV network, the company said in the announcement.
Additionally, through Promoted Tweets using Twitter's TV ad targeting technology, Gap is broadening the reach of the spots by connecting with consumers who are tweeting about relevant TV shows where Gap already advertises and connecting with consumers outside of its organic follower base, the announcement said. Twitter is also acting like a phantom "TV network," enabling the videos to appear in countries such as the U.K. where they're not airing on traditional TV.
"The way people get their information and entertainment has materially and permanently changed. It's everywhere every minute of the day," said Seth Farbman, Gap's global CMO. "While TV still reaches many people at the same time, it's the power of social conversations that turn amazing video content from a commercial into an event. By leveraging a platform like Twitter, we're able to broaden and deepen the emotional power of Back to Blue, long after the spots have stopped airing on the networks."
Read more about marketing.