MARKETING/SOCIAL MEDIA

Gap extends ads to digital, social, mobile space

BY Dan Berthiaume

New York – Gap Inc. is launching a fall global marketing campaign called “Back to Blue” that features two videos with musicians Dhani Harrison and Alexa Ray Joel, which consumers can watch on TV, desktops and smartphones/tablets.

Gap is complementing its traditional TV schedule through its own social channels, partner sites and mobile advertising, and through a partnership with Twitter. In addition to offering a series of films, interviews, quotes, images and facts about Harrison and Joel that will be featured on digital, social and mobile platforms, Gap will reveal the two videos today, following a contest that rewarded consumers for retweeting special Gap tweets.

Through Promoted Tweets using Twitter’s TV ad targeting technology, Gap is broadening the reach of the spots by connecting with consumers who are tweeting about relevant TV shows where Gap already advertises. Gap is also using Twitter to let customers in non-U.S. markets see the ads, which are only running on domestic TV. Other digital extensions of the campaign include featuring iTunes downloads of two songs Joel and Harrison perform in the videos.

"The way people get their information and entertainment has materially and permanently changed,” said Seth Farbman, Gap’s global chief marketing officer. “It’s everywhere every minute of the day. While TV still reaches many people at the same time, it’s the power of social conversations that turn amazing video content from a commercial into an event. By leveraging a platform like Twitter, we’re able to broaden and deepen the emotional power of Back to Blue, long after the spots have stopped airing on the networks."

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OPERATIONS

Best Buy offers smartphone trade-in

BY Dan Berthiaume

Richfield, Minn. — Sept. 16, is the final day of a four-day promotion Best Buy Co., Inc. is offering to customers who want credit toward purchase of an iPhone 5.

Best Buy will give a minimum $100 trade-in credit for an iPhone 5 to any customers who brings in a working smartphone. Best Buy says that will make the iPhone 5, currently available on several major carriers for $99.99, free. Customers will still have to pay any applicable sales tax and activation fees.

Customers must be eligible for an upgrade and activate the iPhone 5 on a two-year contract with AT&T, Sprint or Verizon to take advantage of the offer. The phone for trade-In must power on, be free from water damage and screen cracks. If a customer’s phone is worth more than $100, they will receive the difference in a Best Buy gift card.

Best Buy is running this promotion ahead of a similar promotion Wal-Mart is planning. Starting Sept. 21, consumers will be able to receive immediate credit toward the purchase of a new smartphone when they trade in their current smartphone at participating Wal-Mart stores and Sam’s Club locations. Wal-Mart’s trade-in program offers an immediate credit from $50 to $300 for more than 100 smartphones.

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News

Becker’s relaunches e-commerce site

BY Dan Berthiaume

Pennsauken, N.J. – Becker’s School Supplies has relaunched its e-commerce site using the WebLinc platform.

The WebLinc platform allows Becker’s to offer a branded user experience and also provides back-end merchandising and management tools. Since rolling out its new site, Becker’s has experienced a 120% jump in revenue compared to the same period last year, and saw transaction volume increase by 81% as a result of improved online performance.

“As a family-run business that was founded in the 1920s, Becker’s has always been focused on providing personal and attentive service, a philosophy that naturally extends to our online storefront,” said Robert Bonczkiewicz, catalog manager at Becker’s. “After a decade online, it was time to introduce a new site with cutting-edge functionally for our customers, and WebLinc delivered exactly what we needed, It’s exciting to see this level of success especially before launching pay-per-click and other advertising campaigns to capture new customers. Once our strategy is in full swing, we anticipate even higher growth."

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