Gap Lures Kids with Mini CD
Gap, Inc. is luring children and adults with music CDs, large and small.
Last month, the clothier launched a promotion in 1,272 GapKids stores in the U.S., U.K., Canada and Japan offering mini CDs with its new line of boys’ music-themed clothing. Each three-inch mini CD HangTune dangles from the new collection — hoodies, jackets, graphic T-shirts and jeans — and features popular artists, including Smash Mouth, Fat Boy Slim and Lil Romeo.
The new fall line adds musical flair to its apparel, including music graphics to it T-shirts and lettering. The promotion “taps into kids’ love of music,” says Gap spokesperson Erica Archambault.
“Gap has really become known to customers as a retailer that’s always brought customers new, fresh music in different ways,” she says. “Anyone going into a shopping experience is looking for more of an interactive offering. For kids, it’s nice to get a little something extra.”
San Francisco-based Rock River Communications handled. In-store P-O-P and Internet materials support.
The HangTunes CD, Rock River’s first-ever launch, is a great match for GapKids’ target audience (consumers five to 13) because the premium is “eye catching,” says Jeff Daniel, president, Rock River Communications.
“CDs are great giveaways,” he says. “No one throws out a CD. Everyone has an emotional attachment to music, whether good or bad.”
The HangTunes promotion marks a first for Gap, which has connected its brand to music since its inception in 1969, Archambault says.
Also in September, Gap offered a limited edition CD with a $60 in-store or online purchase. Gap’s Favorite Tunes CD features eight tracks from top artists and a “backstage pass” with behind-the-scenes footage from a TV spot and a link to Gap.com
The promotion, which ran through Sept. 17, touted the tagline “Fit How You Feel”, boosting Gap jeans.
