Mind the Gap: voter-activation becomes a moneyspinner

With the US presidential election just days away, Gap, the American clothing chain, has launched an online marketing campaign to encourage people to vote. Entitled, Gap Vote for ________, the campaign aims to encourage people to stand up for what they believe in… and, of course, sell a heck-load of t-shirts in the process.

The campaign uses several ambassadors, such as celebrity blogger Perez Hilton (in possibly the first time a blogger has been used to front an ad campaign by a mainstream clothing brand) who is standing up for free speech. Other ambassadors include singer Matt White (who is voting for “love”) and basketball team owner, Mark Cuban, who’s voting for “thanks”.

The campaign is evident of the shift towards integrated experiential and cause-related marketing initiatives that can break through the filters we place on the morass of advertising content we are exposed to each day.

Check out the campaign here.


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