It happens every year: seasons change and our wardrobes are completely unprepared. So to bring Zappos.com to mind as women seek to update their fall wardrobes, we created a multipage print ad with social extensions.

We custom printed each reader’s name, asking them what their closet might be missing. When opened, the gatefold allows the reader to read up on essential fall clothing items. The backside of the ad features advice from Zappos.com Style Expert, Brook Hyden. There is a social component, too: readers can tweet-in gaps in their wardrobe for a chance to win a shopping spree and a style consultation.