Gap has teamed up with Yahoo to launch a holiday-themed campaign that lets people create videos and e-mail them to family members and friends.
On the GapTidings Web site, visitors can record and customize their holiday greetings with festive tunes from artists including Bing Crosby and Dean Martin. Visitors can also watch and rate other videos on the site.
“We wanted to create an entertaining, interactive way for people to share the excitement and spirit of the holidays,” said Marka Hansen, president, Gap North America, in a statement.
And people who upload their video to the site by Dec. 12 can enter a contest for a chance to win one of three 2007 limited edition Vespa scooters. Public voting runs through Dec. 16.
The Web site also highlights Gap’s holiday ad campaign, featuring “Saturday Night Live” actors Amy Poehler and Will Arnette and actress Angie Harmon Sehorn.
Offline, Gap is taking its campaign to the streets of New York City in a mobile recording studio. The vehicle is visiting holiday hot spots and other high traffic areas to give people a break from shopping to record their personal messages. Production teams will be on hand to offer tips to create festive greetings.
The mobile studio will make stops Dec. 1 and Dec. 5 in SoHo, Dec. 8 at Union Square Holiday Market and Dec. 12 at the intersection of Fifth Ave. and 17th Street.
Hundreds of people have recorded greetings under the GapTidings campaign, a spokesperson said. Gap is also spearheading an effort for people to send holiday messages to military troops overseas, the spokesperson said.
While the mobile studio contains no in-store component, the vehicle is branded with Gap holiday stripe design and Gap messaging to raise brand awareness.
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