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Brief Published: 11 Feb 2015

Gap’s Micro Series

US clothing retailer Gap is planting seeds of seasonal hope with an online video micro series to promote its line of spring 2015 apparel.

The #SpringIsWeird campaign makes use of the infinite video loop feature launched on Instagram earlier this month. #SpringIsWeird will be a series of 15-second videos starring actors Jenny Slate (Obvious Child) and Paul Dano (Ruby Sparks) in a 12-week narrative that follows a young couple's budding relationship into spring.

With the first episode already online, fresh bursts of the story will be released to Gap's Instagram account on a weekly basis, syndicated to YouTube and selected dating websites and apps, alongside links to Gap's online shop. The story will be bolstered by additional online elements and print ad placements.

At three months, the campaign faces the challenge of sustaining long-term story engagement with bite-sized content delivery. To keep viewers interested, Gap teases that as the story evolves and the protagonists "grapple with what is real and what is not", they begin to "suspect that their lives may not be theirs alone". This hints at the potential for social-media-driven interactivity between the viewers and the actors.

Our Anywhere Retailing Industry Trend further explores Shoppable Content in Entertainment. For more on the latest developments in video storytelling and social-media use, look at Sundance 2015: Key Trends and The Next Wave of Social Media.