Gap’s Facebook Places Giveaway: Clever or Clueless?

Gap’s Facebook Places Giveaway: Clever or Clueless?

By Rob McNair

Sooner or later we will post something in the clever or clueless section that isn’t about The Gap, but they just keep trying things that are pretty reckless.

This week they tried to organise a Facebook places campaign in the US that gave away 10,000 pairs of jeans. The event was simple enough, show up at your local gap store on the 5th of November, check in using Facebook places, show the cashier your check in details and then get your free pair of jeans.

Of course, it didn’t go as smoothly as that. Firstly they didn’t make it clear that you had to have an iPhone or Android to check in as other smartphones wouldn’t cut it. Secondly they failed to mention that each store had a different quantity of jeans (probably depending on the size of the store and the budget), leading to a queue of 25 people for 10 pairs of jeans!

Gap rewarded the people who went without their free jeans with a coupon for 40% off. But the people who had the ‘wrong’ phone were out of luck.

It’s the same question we asked last time we posted about The Gap, was this clever or clueless?

It seems that the wrong phone deal was a genuine mistake that could have been avoided by close attention to the text they posted on their Facebook page.

After the last Gap debacle I have my doubts that omitting the quantity of jeans was a mistake. By not telling people how many jeans they had at each store they guarantee a good turn out. Obviously a lot of people are going to go without free jeans, but to make up for that Gap offered them a 40% discount coupon.

There is always a downside, and for The Gap it was a big one. Their Facebook wall was flooded with angry customers who didn’t get what was promised to them. However, in doing this little stunt they have ensured publicity, and no doubt they have gained a fair amount of Facebook fans.

So was The Gap’s Facebook Places giveaway Clever or Clueless? We’d love to get your thoughts below.

This post was written by Rob McNair

Rob has experience advising some of the worlds most iconic brands. He thrives on helping improving social media knowledge within organisations with the ultimate goal of making theirs brands more social, transparent and accountable.