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Gap conducts Casting Call contest
By Adnews Staff
Clothing retail Gap has resumed an international promotion called "Casting Call." The effort takes the form of a contest to find children to appear in future GapKids and BabyGap marketing campaigns. Parents can enter by submitting photographs of their children online at <http://www.gapcastingcall.com>. This year, an entrant can also create an animated video intended to reflect the personality of their child. Entrants are also encouraged to share these materials via social media sites to attract public votes.
Finalists will be selected by judging panels in the regions of North America, the United Kingdom, France and Japan. Public voting will then determine four category winners in each region: child boy, child girl, baby boy and baby girl. The winners will participate in a photoshoot in their region and featured in a Gap marketing campaign in the fall.
"Casting Call is one of our favourite programs at Gap and we think that it's a favourite for parents around the world as well," said Olivia Doyne, senior director of global marketing at Gap. "By celebrating kids and their individual personalities and interests, we hope to encourage them to always believe in their unique selves."