Gap Launches @GapKids Social Channels
By Megan Zielinski, contributing writer
Gap recently launched an engaging contest, GapKids Class of 2014, welcoming parents to share their favorite photos of their children through social media for the chance to appear in store windows representing the brand in 2015, making it the sixth year of its Casting Call program.
From now until September 15, through GapkidsClass.com, Instagram, Facebook, mobile phone, or desktop albums, parents can submit three pictures for up to four children, capturing their child’s happiest, expressive moments in honor of kids being kids. All applicants are awarded with a specially-made photo slideshow of their child, confirming their submission was accepted, and a URL for sharing the GapKids inspired video on all social channels. Ten babies/toddlers ages 4 and under, five boys and five girls, will be selected as finalists for BabyGap, and ten kids, ages 5-12, five boys and five girls, will be chosen during the month of October. Parents of finalists will be asked to fill out more information upon the selection of their child. Judging begins in November, with criteria including, overall appearance accounting for 34 percent, overall personality expressed through photos accounting for 33 percent, and 33 percent for quality of photos. Four winners of each region including the U.S, Japan, and London will be notified by email and will be broadcasted on Gap social media channels—landing a spot in their region’s 2015 Gap marketing campaign. The Winners with one adult receive an all-inclusive roundtrip worth up to $5,000 to their professional photo shoot, and their photos will be featured online and in stores for up to a year for marketing.
Along with the photo contest, Gap created @GapKids social network with Facebook, Instagram, Twitter, and Pinterest, presenting parents with exciting ideas, brand activities, an assortment of fashions for GapKids, and photos of participating contestants—deeming it as “the cutest place on the Internet.” The interactive sites are a chance for parents to celebrate their children, the achievements they make throughout their childhood, and explore exclusive Gap content. “By creating the @GapKids social channels, we are offering great outfits and giving parents a place to be entertained and inspired,” said Seth Farbman, Chief Global Marketing Officer of Gap.