Gap takes Casting Call to social media

Online contest gets an upgrade for more back-to-school engagement

Gap is going social for its new back-to-school campaign.

The retailer has launched “GapKids Class of 2014,” a global contest inviting parents to submit photos of their kids for the chance to be featured in a 2015 GapKids marketing campaign.

Gap said it’s the “next generation” of Casting Call, a program that invited parents to upload photos of their child to a Gap microsite, Gap Facebook page or via a Gap Casting Call app.

This year, everyone who enters will receive a 15-second video of their child’s photos (parents are asked to submit three). The videos are meant to be shared on social channels and will encapsulate “a GapKids-inspired aesthetic and the free spirit of childhood, with all its perfect imperfections,” said Heather Hopkins, director of PR at Gap Inc. Canada.

“We built on the social aspect because we know our customers are connected,” she said. “This is an important way to engage them in a compelling, convenient and very visual way.”

On Aug. 16, parents were invited to Gap locations in Toronto, Montreal and Vancouver to have their kids’ contest pictures taken by a professional photographer. Gap is also promoting the contest across its new @GapKids social channels (Instagram, Twitter and Pinterest) and at GapKidsClass.com.

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