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Gap promotes fall collection via interactive mobile partnership

September 19, 2011

Gap is promoting its new fall collection and engaging television fans via a new mobile incentive that rewards users when they check-in to their favorite shows.

The company has signed on as the first major retail partner for the Entertainment Weekly and GetGlue Ultimate Fall TV promotion. Entertainment Weekly’s Web site,, curated a list specifically for GetGlue on the must-see fall TV shows.

“Gap is the first major retail partner in the relationship between GetGlue and Entertainment Weekly,” said Fran Hauser, president of digital at Time Inc’s Style and Entertainment Group, New York.

“Entertainment Weekly’s fanbase is social by nature, and like GetGlue users, passionate about television and movies,” she said. “For us, it is a natural brand extension and new way to connect and grow our audience.

“This latest program with Gap is the perfect vehicle for fan engagement during a big fall season for TV and fashion.”

Entertainment Weekly and GetGlue announced their first collaboration in March.

How it works
When users check-in to Entertainment Weekly’s curated lists for GetGlue, they become eligible to receive EW fall TV fan stickers.

Once a user earns one of four stickers available – Walk-On, Sidekick, Star and Showrunner – they will learn how to receive a bonus reward of 40 percent off of one regularly priced item at participating Gap stores.

As part of the partnership, there will be Gap messaging on the EW fall TV sticker pages, as well as a Gap custom sticker peel opportunity that lets users virtually peel off the Gap logo sticker to reveal their EW Fall TV Fan sticker.

“Editorially we created posts in our popular PopWatch blog detailing the program and incentives,” Ms. Hauser said. “Additionally, in our Fall TV Must gallery on, readers are invited to check-in directly on GetGlue.”

Checking in
In March, Entertainment Weekly rolled out a series of mobile rewards for its loyal readers who check-in to items featured on the publications Must List (see story).

Recently, Entertainment Weekly and GetGlue let movie buffs check-in to the publication’s featured films section via their smartphone for a chance to win one of five pairs of movie tickets awarded daily (see story).

“Our fans are socially savvy and accessing content through multiple channels all day long,” Ms. Hauser said. “Mobile is extremely important for us and the relationship with GetGlue gives us another channel to reach our readers via their mobile devices and online.

“Last year, we announced our Must List app, allowing one of our most popular EW franchises to be accessed in a new way through mobile,” she said.

Final Take
Rimma Kats is staff reporter on Mobile Commerce Daily, New York

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Rimma Kats is associate editor on Mobile Commerce Daily and Mobile Marketer. Reach her at

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