Gap Shows How Brands Can Adapt on Tumblr

Less than a year ago, Tumblr rolled out sponsored advertising, which positions brand content in key areas on the site to engage with users. 

In an effort to create a “pop culture movement,” the clothing brand Gap purchased all of the site’s mobile advertising opportunities yesterday to promote its new #BackToBlue campaign. Through this, Gap has created unique opportunities that allows the brand to:

•          Get exclusive share of voice to Tumblr’s 54 million daily users
•          Take advantage of the reblog/share culture to spread the Gap’s image/gif heavy content
•          Leverage user generated content submitted to their contest in their mobile advertisements

Gap is not simply retrofitting its TV and print creative into Tumblr, it specially created content that’s perfect for Tumblr—fully embracing the colors, quirky gifs, and quotes that are so attuned to the platform. 

Darn.. maybe I should make a Tumblr too (read: I've created a million and never kept it up).

For more information, please see below for the Tumblr page and Mashable article:

Gap Buys All of Tumblr’s Mobile Ads for a Day

http://gap.tumblr.com/contest