The promotion was developed from concept to launch in roughly 5 weeks, so timing was a challenge. We not only had to design and build a website that was updated daily, but we had to locate a reindeer farm with an amenable herd and find a partner to help us develop animal-friendly GPS collars.

The program drove high excitement and engagement for the 5 days of deals – receiving the highest response rate we have seen for an in-store promotion to date (5.5x higher than our averages from past campaigns). Audience excitement was supported by a significant return visit rate to the microsite (exceeding our visitor goal by 7x over, and return visitor rate by 1.7x), increased Twitter and Facebook activity and chatter in the blogosphere. In fact, during this short campaign @Gap gained over 3,400 new Twitter followers, and the daily mentions increased by 214% and the follows by 431% vs. our daily averages prior to the campaign.