Gap’s global launch of its Back to Blue autumn collection features a competition for user-generated Tumblr content to be featured in an exclusive mobile ad deal with Tumblr.

 Kicked off by fashion blogger FashGif, digital artists have been asked to upload GIFs, illustrations and designs, with the winners content used for the first ever takeover of Tumblr mobile ads on 29 August. Entries will all be featured on Gap’s reponsive Tumblr page, which Gap says has links out for people keen to buy on wherever they are viewing the campaign.

Gaps director of global digital and Social Media, Rachel Tipograph, explained more about the mobile element of Back to Blue to Mobile Marketing. “Mobile is the companion screen to our lives,” she said. “Were seeking to create a moment of pop culture on the internet and culture is mainly consumed via our mobile phones. The program will be analysed using metrics that tie Tumblr engagement to brand health and relevance metrics that weve developed internally.” 

The campaign spans print, outdoor, direct, social, in store, digital – with new content promised every day – and marks Gap’s first return to TV advertising in four years.