13 November 2008

Gap Inc's Merry Mix It Campaign – Social Media, Celebrities and Fun

Gap Inc. is ushering in the holiday season with some re-mixed celebrity Christmas carols and mix-able holiday separates, such as scarves, gloves and sweaters. The company has used a variety of social media tools and celebrity models in the past, but this is the first time I've seen them combined and acting goofy.
Check out the "Merry Mix It" campaign and see for yourself. You can choose from:
  • Selma Blair and Rainn Wilson singing "Baby It's Cold Outside"
  • Jon Heder and Janelle Monáe performing a unique version of "Winter Wonderland"
  • Jason Biggs, Romany Malco and Freddy Rodriguez sounding bells to "We 3 Kingz"
  • The Dixie Chicks and Sandra Bernhard belting out "Deck the Halls"
  • Flo Rida and Trey Songz remixing "Jingle Bells"
  • Special performance of the entire holiday cast performing a never-before seen remix of "Jingle Bells" led by Flo Rida and Trey Songz
The latter is by far my favorite (also embedded below), but that's not why this marketing campaign is brilliant. Continuing on the theme of "mix it," Gap encourages viewers to share these videos with friends and embed in social networking pages like Facebook and MySpace. iPhone users can download Gap's iTunes application to watch the videos on the go. You can even "mix" (or customize) your own version of Jingle Bells using various clips of the celebrity cast and send it to your family.

Gap's clever plan to virally spread their holiday collection gets even better because with a subtle call to action: if you like what you see, you can follow a link back to gap.com and purchase each celebrity's wardrobe.

I'm an off and on fan of Gap. And, though I had already planned to participate in Gap's friends and family "Give and Get Program" this weekend for 30% off clothes, with 5% going to a local charity of my choice, I'll probably come away with at least one more sweater or scarf than I had originally expected.

What holiday marketing campaigns have caught your eye?

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