One Retailer Encourages Customers to Express Themselves

With the US Presidential election less than one week away and record voter turnout expected, it’s hard to miss the excitement surrounding this year’s race.   Gap, one of the world’s largest specialty retailers with over 1100 stores in the US, is jumping in on the excitement surrounding this year’s election and encouraging customers of all ages to express themselves.

Last week Gap launched its "Vote for" initiative http://gap.com/votefor , featuring its classic white t-shirt that simply says, "Vote for _____." The shirts serve as a platform for Americans to express themselves during this election season. Gap is encouraging Americans to fill in the blank with whatever word, expression or presidential candidate they are passionate about. T-shirts are available for purchase online at http://gap.com/votefor or in stores nationwide for $15 now through Election Day.

 

I took a trip today to the Michigan Avenue store in Chicago, and saw the campaign in full swing from the store windows, in-store displays and even the “Songs of Freedom” song by Matt White blasting inside.   The displays with the t-shirts even mimic voting booths to add to the fun.  The sales associates were proudly wearing the shirts as well and I noticed the interaction between sales associates and customers discussing the statements on the shirts.   There are even limited edition buttons available for purchase for $5.  The campaign also spills over into the virtual world, where Gap has created 300 buttons, better known as "flair", that Facebook users can add to their profiles.  Overall, a very fun and participatory  marketing campaign.

   

 

 

 

- Jenn Phillips

Comments

[Vaughn Davis]

Nice one Jenn. I was in NYC last week during the election and was also impressed with what Gap had done around the elections. Also saw Wachovia offering free accounts to anyone who had voted that day... generally, US retailers seem to treat the election as an opportunity to both boost sales and connect with their communities - a great combination in my opinion. Here in New Zealand, most of the elections noise comes from government departments (the NZ elections depts are Y&R clients here), not from special interest groups and even retailers as in the US. Interesting contrast!

[Vaughn Davis]

Nice one Jenn. I was in NYC last week during the election and was also impressed with what Gap had done around the elections. Also saw Wachovia offering free accounts to anyone who had voted that day... generally, US retailers seem to treat the election as an opportunity to both boost sales and connect with their communities - a great combination in my opinion. Here in New Zealand, most of the elections noise comes from government departments (the NZ elections depts are Y&R clients here), not from special interest groups and even retailers as in the US. Interesting contrast!