Gap Taps Foursquare Cofounders for Holiday Ad Campaign

Crowley and Selvadurai Participate in Exchange for Donation to Nonprofit CampInteractive

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NEW YORK (AdAge.com) -- What do Foursquare cofounders Dennis Crowley and Naveen Selvadurai have in common with Lauren Bush? The Gap, apparently.

Gap is readying a new campaign with an eclectic mix of celebrities and social-media execs, including Messrs. Selvadurai and Crowley, as well as Ms. Bush, tied to the upcoming holiday season.

According to one person with knowledge of the matter, the campaign will support various charitable efforts near and dear to participants. In the case of the Foursquare cofounders, Gap has agreed to promote and make a donation to CampInteractive, a nonprofit that works with inner-city youth, in exchange for their participation. It's not clear whether Gap is doing the same for all the other campaign participants, though it's worth noting that Ms. Bush is the cofounder of the Feed Foundation, a nonprofit dedicated to ensuring children have access to nutritious school meals.

A Gap spokeswoman declined to comment on the upcoming campaign.

It's not the first time Foursquare has lent a hand to CampInteractive. Last year the start-up partnered with Pepsi to donate 4 cents for every check-in to the nonprofit.

Gap is no stranger to working with famous and not-so-famous faces. For its "Create Your Own Gap" campaign in 2008, it tapped a list ranging from the recognizable, like Liv Tyler, to the not-so-recognizable, such as Scott Schuman of the Sartorialist. The 2007 campaign "Classics Redefined" was in a similar vein. Laird & Partners, Gap's onetime agency of record, worked on both campaigns.

Gap has been in the midst of a creative review, after having worked with MDC Partners' Crispin Porter & Bogusky. While the company has agency-of-record relationships for its other retail brands, when it comes to its flagship brand, it has, as of late, chosen to work with shops on shorter, seasonally-based campaigns.

No word on whether additional tech-savvy execs are involved in the effort, though the retailer has been experimenting with several companies this summer. The retailer offered a first-of-its-kind promotion on Groupon in August, selling 441,000 units. And it also offered consumers 25% off when they checked in on Foursquare one day last month.

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