To promote its fall collection, clothing retailer Gap is working with social network GetGlue and publisher Entertainment Weekly in a campaign that marries an online social promotion with an in-store discount. To date, 75,000 fan stickers, which are part of the promotion, have been "unlocked," according to GetGlue.
Gap is seeking to appeal to fall TV fans while also driving visits from consumers who are watching shows on the networks where it already does on-air advertising. Gap is also GetGlue's first major retail sponsor.
Here's how the promotion works: GetGlue partner Entertainment Weekly has curated a list of must-see fall TV shows for GetGlue users. As with many GetGlue campaigns, users check in to these shows to receive unique stickers. In this case, they are EW Fall TV Fan stickers with names like Walk-On, Sidekick, Star, and Showrunner.
But, in this particular promotion, users who check in to the Entertainment Weekly-recommended shows from September 15 to October 15 will receive a 40 percent discount on one regularly priced item from Gap.
Users only need to earn one of the four stickers to receive the Gap bonus, GetGlue said. The coupon also invites users to check in to Gap on GetGlue to share the offer on other social networks in order to extend the campaign's social reach even further.
In addition, the EW Fall TV sticker pages feature Gap messaging and there is a Gap Custom Sticker Peel that allows users to virtually peel off the Gap logo sticker to reveal its EW Fall TV Fan stickers, GetGlue said.
GetGlue COO Fraser Kelton said this action of clicking and stripping off is an interactive element for Gap, which makes it more social and provides an incentive to visit retail locations. He said the TV shows included in this promotion "basically the big fall TV shows that are premiering." That includes Fox's Terra Nova, New Girl, The X Factor, and Allen Gregory; The CW's The Ringer and The Secret Circle; CBS' Person of Interest; ABC's Charlie's Angels, Once Upon a Time, and Pan Am; and NBC's Grimm and The Playboy Club.
A total of 75,000 EW Fall TV Fan stickers have been unlocked to date; the number of discounts redeemed hasn't been disclosed.
Kimberly Terry, senior manager of Gap brand engagement, partnerships, and PR, said the brand seeks to provide incentives for shoppers checking in to new fall TV shows and getting fashion inspiration from the characters. In addition, she says fall is an important season for Gap, which parallels the excitement around the return of fall TV. "The partnership is about connecting with people around entertainment and fashion," she said.
Meanwhile, DirecTV and GetGlue have partnered to enable users to share what they are watching directly through their TVs. U.S. customers will be able use their remote controls to check in to TV shows, view the feed of their friends' check-ins, and change channels to see the shows their friends are watching. In addition, GetGlue's iPhone app will detect and pair with DirecTV customers' set-top boxes to automatically detect what’s on TV. This is the first time GetGlue has been integrated natively by a major pay TV provider.
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Lisa Lacy is senior staff writer at ClickZ. In addition to ClickZ, her work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.
March 19, 2014