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Gap’s ‘Back To Blue’ Omnichannel Fall Campaign
By: Amanda Markell
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Keep your eyes peeled for Gap’s first TV spot in four years coming this September. Their upcoming fall campaign, ‘Back to Blue,’ will live in far more channels than just TV, stretching far beyond the traditional.
 
‘Black to Blue’ leverages just about every social media tool out there today:
 
Visit Gap’s Pinterest page and you will start to get a taste of this dynamic campaign. Celebrities such as Adam Driver, star of HBO’s series ‘Girls,’ and model Dree Hemingway are in seen in photos. Campaign spokespersons give quotes such as:
 
“The minute I started being comfortable from the inside, the outside changed.”
“The possibility to be appreciated for something is motivating.”
“I am learning every day, the world’s getting bigger.”
 
On Twitter you will see the #backtoblue handle is up and running with a constant stream of tweets. 
 
On Tumblr prospects can enter the ‘What’s Blue to You?’ contest by submitting original art that portrays exactly what the title implies — what blue means to you. Four contest winners will have their original art used for Gap’s Tumblr mobile ad takeover scheduled on August 29. Views are estimated in the millions. Gap will be the first brand to purchase every single mobile ad Tumblr runs.
 
On YouTube, viewers can check out raw video footage of ‘Back To Blue: The Common Thread,’ where spokespersons intimately discuss what it means to be true to themselves. Gap’s post on the video reads ‘Every once in a while we take a breath. Remember what's important. What matters and look at what's ahead. #BacktoBlue.’
 
The innovation does not stop at social media; the campaign will be partnering with emerging street artists to create ‘Art of Blue.’ Street artists Zio Ziegler, Roman Grandinetti, and Andrew McAttee will be painting the streets of New York, San Francisco, Los Angeles, London, Paris, and Rome with Gap’s message of individualism and optimism in mind.
 
So what is ‘Back to Blue’? If the theme has not come across yet through this social media snapshot, Global CMO Seth Farbman describes it as "getting back to what matters most — our truest selves, when we are most comfortable in our own skin. It's both a statement of how we feel as a brand, and how our customers want to live their lives and make their decisions. With style, people are seeking authentic denim and chambray — clothes you can wear almost anywhere but never forget who you really are."
 
Gap’s 2013 Fall Campaign is both innovative marketing strategy and innovative fashion messaging. It feels honest, inspiring, and hopeful.  


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About the Author
Amanda Markell is a marketer in the Greater Boston Area with a passion for branding, new media, and customer insights. 
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