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Brief Published: 24 Dec 2010

Gap’s Project Reindeer


American casualwear retailer Gap has produced a new state-of-the-art, child-enchanting Christmas campaign, which features a combination of GPS technology, social media and, er, reindeers.

Since December 15 Gap has been apparently monitoring the progress of eight reindeer as they journey toward the North Pole (although in reality the animals' movements are happening at a farm in Minnesota, USA). Each deer has a deal attached to it and competes daily to win Gap's online customer base discounts. One reindeer may be attached specifically to accessories, for example, another to leather goods.

Gap and website consultants AKQA created Twitter personas for each reindeer and are using both Twitter and Facebook to announce which animal (and deal) has been successful.




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