Gap uses outdoor, in-cinema strategy to reach millennials

12/5/2012 | MediaPost Communications

Gap leaned heavily on out-of-home ad placement at strategic locations in 2012 to reach the millennial generation. The brand placed ads close to stores as well as in high-traffic areas such as Central Park kiosks and Los Angeles beaches, said Chris Gayton, senior director of marketing and brand management. The brand is also rolling out cinema ads that use text-messaged codes to deliver offers.

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