GAP made sure their “Make Love” holiday campaign went far beyond a traditional ad campaign.
To ensure the innovative campaign stood out, the company employed a combination of NFC, QR and geofencing technologies to distinguish it from a typical awareness campaign. Because of these engagement elements, the “Make Love” campaign drove foot traffic directly into stores.
NFC, QR, Geofencing
Rather than simply install traditional campaign signage, GAP used interactive NFC and QR technologies powered by Blue Bite to invite consumers to engage directly with ads placed in local shopping malls. When they did, their phones automatically displayed special mobile coupons containing a campaign holiday offer. The company also offered a direct way for consumers to locate the nearest store.
GAP, OMA and [d] theory partnered with Adspace Mall Networks and Blue Bite to create this interactive, place-based media campaign.