Gap Gets “Back To Blue” with Contest on Tumblr

Global apparel and accessories brand Gap is launching a contest on Tumblr, which encourages digital artists to share what Back to Blue means to them by creating an original piece of content.

To help spark entrants’ creativity, prominent fashion blogger FashGif will submit the first piece of content and will be featured on Gap’s Tumblr.

On August 29, the winning works will be featured on Gap’s Tumblr and turned into Tumblr mobile ads. According to Gap, this is the first time a brand will own all of Tumblr’s mobile ads in one day.

This is part of the Gap’s fall global marketing campaign – Back to Blue – spanning print, outdoor, direct, social, in store, digital and a return to TV.

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“Back to Blue means getting back to what matters most – our truest selves, when we are most comfortable in our own skin,” said Seth Farbman, Gap’s global chief marketing officer.

Gap has also updated its Styld.by platform – which partners with popular bloggers and style experts to curate the best fall looks – to include video, with a series on style advice from Jenn Rogien, the costume designer for HBO’s “GIRLS.”

The digital content features 24 influential millennials – like Tanisha Long from MTV’s Girl Code and Urban Bush Babes blogger Cipriana Quann – sharing simple, raw and relatable stories about what it means to be one’s most authentic self.

Each wears their favorite pieces from the fall Back to Blue collection in short films, photographs and animated GIFs.

To enter the Tumblr contest, you can visit: http://gap.tumblr.com/contest.