Gap Partners With Yahoo For Holiday Campaign
Gap has partnered with Yahoo for its new online ad campaign at gaptidings.yahoo.com. The site lets users upload and post their own video holiday greetings along with viewing videos from other users.
"Yahoo worked very closely with Gap to help it refine the idea and then provided all the services in terms of building [the site] out and hosting it," said Conn Fishburn, director of social media strategy for Yahoo.
The site will feature video greetings by celebrities from Gap’s holiday ad campaign, including Amy Poehler, Will Arnett, Angie Harmon Sehorn, James Sehorn, and James Marsden. Users will be able to vote for their favorite greetings. Winners will receive a limited edition Vespa LX50 scooter. Offline, a GapTidings mobile film studio will travel around New York City to record greetings.
Users will be able to download Gap holiday email signatures, desktop wallpaper and create a widget with a video for MySpace or Facebook pages. The site will include Yahoo’s photo sharing site, Flickr, which will feature photos from the mobile film studio.
"We really believe that marketing is a holistic practice," Fishburn said. "It’s not just about online versus offline, but really blending the two together in a seamless way."