Gap is has purchased every piece of mobile ad space on Tumblr for one day, 29 August, and will fill it with ads created by fans.
For its ‘Back to Blue’ campaign Gap is asking fans to share a piece of content showing what blue means to them. The four winning submissions will then be used as Tumblr adverts.
"We wanted to partner with the best content creators, give them a chance to make the Back to Blue brief, and then take the best pieces of content and turn them into mobile ads," Rachel Tipograph, global director of digital and social media at Gap, told Mashable.
Tipograph explained that Gap is working with Tumblr creatives in the same way it would work with an agency, however they will not receive financial compensation for their work, instead they will receive “exposure”.
The Tumblr activity comes as part of much a wider, global, campaign – the “"broadest-reaching campaign in the company's modern history," – which has comprised print, outdoor, direct and in-store marketing, as well as TV spots which will be revealed mid-September.