Labels & Packaging
Fashion clothing retailer, Gap, featured brand new geo-fencing technology for its latest outdoor advertising campaign. In partnership with ad agency Titan, the company placed print ads in major cities such as New York, Chicago and San Francisco.
With geo-fencing technology, Gap could activate its mobile ad campaign for users who were near any of these print ads. For those not be familiar with geo-fencing, this is essentially a virtual perimeter in a real-world area. For this particular campaign the mobile display ads utilised the location based services standard in smart phones and tablets to establish that users were within the geo-fenced area.
Therefore the people in NYC, San Francisco and Chicago without a smart phone or tablet saw just the basic standard posters advertising Gap, but those smart phone/tablet users who were within a specific area around the posters also saw a mobile display ad offering redeemable GAP coupons if they were on particular websites or were playing certain games from Zynga on Facebook.
The campaign, which ran for two weeks, resulted in 2.5 million impressions and a 0.93 percent click through rate which has been described as “a pretty good return” for a first geo-fencing retail interactive print campaign.
Gap says the campaign was a good way to “close the loop,” motivating customers to visit stores and is interested in experimenting with similar campaigns in the future as the results were ‘very promising’.
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