Try on jeans at Gap during the “Find Your Favorite Fit” promotion in August, and you’ll get a free iTunes download. The multifaceted campaign will also include in-store events, print and TV ads, and exposure during the MTV Video Music Awards.
The iTunes giveaway promotes four new styles of jeans. Customers who try them on during August will receive a free song download from the iTunes Music Store. The idea, Gap said, is that favorite jeans and favorite songs are both individual expressions of personality and style.
A print and TV ad campaign, developed by Laird+Partners, will run in weekly periodicals and on cable and network television, including during the MTV Music Video Awards. The broadcast spots feature recording artists such as Alanis Morissette and Michelle Williams performing classic songs while wearing the jeans.
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