Gap’s Old Navy #selfiebration Offers Shareable Moments
To celebrate its 20th birthday, Old Navy wanted to blow out the candles in style. And, like any modern 20-year-old, the brand wanted the party to be big, bold and full of shareable moments. The answer? A #selfiebration.
Promoting its fundamental brand tenets of fun, family and fashion, Old Navy created a digital and physical birthday party, which allowed consumers to connect with the brand in a memorable and inclusive way. The 2014 #selfiebration featured a one-of-kind 42-foot-tall balloon billboard comprised of 960 balloons that were 16 times thicker than traditional balloons. The balloons expanded in real time to form personalized “balloon selfies” for each participating consumer.
Participants engaged with brand ambassadors to join the #selfiebration in New York City’s Times Square and at L.A.’s Hollywood and Highland location. The partakers watched their selfies “blow up” and subsequently shared the experience with their personal social media channels, generating organic chatter and creating content for the brand.
Those who couldn’t attend the bash in person joined the digital party. Using Twitter, users uploaded their selfies along with their ultimate birthday wishes to @OldNavy using the hashtag #selfiebration. In response, users received a unique party favor—a digitally rendered GIF of their balloon close-up—and a chance to have their wildest birthday wishes come true. Each participant on Twitter also received an exclusive coupon code for in-store and online purchases.
Digitally, selfiebration, which recognized that “people are the new media,” was the most successful program in Old Navy’s 20-year history. The campaign generated 17,498 uses of the hashtag #selfiebration, 640 million media impressions and 13,669 contest entries, while increasing social media engagement by 414 percent. Pass the cake.