Engaging parents and celebrating their one-of-a-kind children with new social channels and program
NEW YORK, 2014-8-12 — /EPR Retail News/ — Gap is encouraging moms and dads around the world to share their experiences of parenthood and celebrate ‘kids being kids’ through social media.
Today Gap is launching the inaugural GapKids Class of 2014, a contest inviting parents to submit photos of their kids for the chance to be featured in a 2015 GapKids marketing campaign. This is Gap’s next generation of Casting Call, the successful program that engaged moms and dads for six years. GapKids Class of 2014 commences the back to school season by honoring kids who represent the free spirit of childhood, with all its perfect imperfections. Every one who enters will receive a socially sharable moving image video of their child that encapsulates the GapKids aesthetic.
In addition to sharing social content, Gap has built a new @GapKids social network as a place for parents to explore content. Called “the cutest place on the Internet”, the @GapKids Instagram, Twitter and Pinterest channels were built with parents in mind and have a modern yet classic aesthetic that represents GapKids and babyGap. Through a series of style collectives, brand moments, inspirational content, and adorable kids, the aim is to tell meaningful, visual stories optimized for the Internet, where kids and babies rule.
“At Gap we recognize the pride that all parents take in their kids on the first day of school and we are excited to help them celebrate and share that joy with the annual GapKids Class,” said Seth Farbman, Chief Global Marketing Officer of Gap. “By creating the @GapKids social channels, we are offering great outfits and giving parents a place to be entertained and inspired. It is the cutest place on the Internet.”
GapKids Class of 2014 Submission Process
As part of the submission process, Gap is asking parents to submit three charismatic photos of their child between now and September 15. After a submission is processed, parents will be emailed a 15-second video of their child’s photos. Each socially compatible video will have a GapKids inspired aesthetic and emphasize the expressions of kids being kids. Details on where and how to enter can be found on the newly launched @GapKids Instagram, Twitter and Pinterest channels and atwww.GapKidsClass.com.
Entry Phase: From August 12 – September 15, parents can upload three photos of their baby (ages four and under) or kid (ages five to 12) along with contact information. Submissions are accepted on www.GapKidsClass.com. Photos can be submitted through Instagram, Facebook, mobile phone or desktop. Once processed, parents will receive a video via email as a confirmation that their submission was received with a socially sharable URL to the GapKids inspired video.
Finalist Phase: During the month of October, a panel of Gap judges in each global region will narrow down the field of submissions to 20 finalists – 10 babies/toddlers (five girls and five boys) for babyGap and 10 kids (five girls and five boys) for GapKids. Parents of regional finalists will receive a questionnaire to fill out for additional content needs.
Winner Phase: In November, the four winners of each region will be announced on the Gap digital channels. The winners will participate in a photoshoot taking place in their region and they will be featured in a Gap marketing campaign in early 2015.
About Gap
Gap is a global apparel and accessories brand focused on delivering casual, American style. The brand offers classic iconic clothing that helps customers express their individuality through its Gap, GapKids, babyGap, GapMaternity and GapBody collections. With an optimistic point of view and belief that everyone can make their creative mark in the world, Gap embodies what it means to be bright. Founded in San Francisco in 1969 by Donald G. Fisher and Doris F. Fisher, the brand has grown from one store to over 1,700 company-operated and franchise retail locations around the world. Gap is the namesake brand for leading global specialty retailer, Gap Inc. (NYSE: GPS) which includes Gap, Banana Republic, Old Navy, Piperlime, Athleta, and Intermix. For more information, please visit www.gapinc.com.
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