Whether you call is sponsored content, native advertising, branded content, advertorial, brand publishing or content marketing, it seems this type of marketing is everywhere. It’s hard to stand out.

To showcase Gap’s stripes collection, we invented a new technology called Play Your Stripes. It turns your stripey clothing into a musical instrument. Put on some stripes, visit the Gap Gift Guide where our clever algorithm detects them. Then wave your hands over your stripes to make music, and play along with singer Blood Orange. We also made a music video with him demoing the technology to get the word out.

By creating an innovative experience centered around the product, we helped Gap’s Gift Guide achieve over 91 million impressions, with visits up 154% from the year before.