To promote their spring fashions, Gap will be releasing a 12 piece “Instagram soap opera.” One 15-second video of the “Spring is Weird” micro-series starring Jenny Slate and Paul Dano will be released on Gap’s account each week. The show will allow followers to watch a love affair unfold as the two, decked in Gap, “navigate chance encounters, first dates and moody spring weather in the hope of finding their perfect fit.” Gap has had a strong advertising presence on Instagram, and the campaign shows the creative potential of social platforms as homes for branded content. (Mashable)
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