San Francisco -- Gap is launching the inaugural GapKids Class of 2014, a social media contest inviting parents to submit photos of their kids for the chance to be featured in a 2015 GapKids marketing campaign. This is Gap's next generation of Casting Call, a marketing program that lasted six years.
Everyone who enters will receive a socially sharable moving image video of their child that encapsulates the GapKids aesthetic. In addition to sharing social content, Gap has built a new @GapKids social network as a place for parents to explore content on Instagram, Twitter and Pinterest.
As part of the submission process, Gap is asking parents to submit three charismatic photos of their child between now and Sept. 15. After a submission is processed, parents will be emailed a 15-second video of their child's photos. Photos can be submitted through Instagram, Facebook, mobile phone or desktop.
During the month of October, a panel of Gap judges in each global region will narrow down the field of submissions to 20 finalists – 10 babies/toddlers (five girls and five boys) for babyGap and 10 kids (five girls and five boys) for GapKids. Parents of regional finalists will receive a questionnaire to fill out for additional content needs. In November, the four winners of each region will be announced on the Gap digital channels. The winners will participate in a photoshoot taking place in their region and they will be featured in a Gap marketing campaign in early 2015.