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Moving from iPhone to iPad:
Gap 1969 Stream Built For iPad’s Big Screen

An endless stream of denim content with the swipe of your finger

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If it is true that the iPad is really just like an iPhone with a larger screen, than innovative brands should be able to combine the interactivity of an iPhone with the graphics of an iPad to come up with a great user experience for marketing.

Now fashion brand Gap has done just that.

In the past Gap has launched iPhone apps to bring GAP fashion to their customers. Now they have teamed with agency AKQA to launch an ambitious iPad application to really take advantage of the beautiful iPad screen.


For a long time, one of the common complaints about mobile marketing has been that the small screen size might limit the graphical impact and effectiveness of an ad. Now that the iPad is out in the market, GAP worked with agency AKQA to develop a marketing app just for the iPad – the Gap 1969 Stream.

A Mosaic interface to content

The Gap 1969 Stream is in essence a single large mosaic screen with many icons, images, and links to click on. Because there are very few clues about what each one contains, the user is tempted to browse, wander, and just play a bit.

Clicking on any one of the image then gives access to a specific content feed, which might include comments recommendations from designers, e-commerce capabilities and a Twitter feed from the brand’s head designer. According to AKQA, it is “an endless collection of looks, videos, and denim inspiration.”

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Using the iPad’s touchscreen interface it is very easy for a consumer to move around the mosaic simply by “swiping” the screen, and then to click on anything that catches their attention. This type of interface works on an iPad, but would not work nearly as well on a small mobile phone screen or with a mouse-based system.

As an example of the content in 1969 Stream, one image brings you to a video featuring Project Runway’s Jay Sario outfitting people in the latest Gap denim looks at the 1969 Jeans shop on Robertson Blvd. in West Hollywood.

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Another section lets you see how various demin combinations look so you can find your favorite style.

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Another image brings you to the blog posts and twitter feeds of Gap head designer Patrick Robinson. Plus there are videos from other designers, musicians and celebrities.

Watch the video below to see Gap 1969 Stream in action.

Share the experience

And of course all the social media hooks are included, so that consumers can discover and share content and experiences, whether it’s an exclusive video, a celebrity photo or their favorite new Gap look.

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A new kind of mobile commerce

Finally, this is actually a mobile commerce app, designed to enable Gap customers to buy Gap clothing and accessories through a seamless, easy social commerce experience.

To make the mobile shopping experience truly integrated, all content on the app is tagged to make it easy to buy the specific Gap item featured or share it with friends.

Users can also locate the closest Gap store using a map-based geo-location feature.

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Tina Unterlaender, account director, mobile at AKQA said that they created the app with a magazine-like mind-set, “because with the iPad you’re more in a mind-set of casually browsing, [using it] to relax, watch a movie. It’s something you take your time with.”

She continued that users “can spend time tapping through all the different content, interact with it, read about the celebrities that wear the Gap denim clothes, [then] share what interests them. They don’t have to rip out a page — they can send it.”


Looking forward

Looking to the future, many agencies and brands will want to start developing expertise in how best to utilize the tablet form factor for marketing purposes. Because this is such a new type of interface, build around a new set of capabilities, gaining experience with what works for customers will be important.

According to Unterlaender, AKQA tracks every single feature of the Gap 1969 Stream: “A lot of the information we’re collecting right now [we'll be able to use] when we update the app.”

Overall, this is a really intriguing type of branded catalogue-brochure-magazine. For many – if not most – of the target Gap customers, shopping is entertainment, and this app fits that profile perfectly.

As long as Gap makes the effort to continually add new material that is relevant to their customers, we could see this becoming an app that people will regularly launch and browse for both entertainment as well as shopping. But if they don’t keep it full of new material, then it will have a much shorter life.


29.10.2010    Tags: , ,
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