The Gap soon will launch an online fragrance promotion in all 13 Digital City markets, including Denver, Boston, San Diego and Washington. The campaign promotes fragrance buys for Mother's Day, and uses six different sound effects to represent the six Gap scents, like Earth, Dream and Heaven. Gap and Digital City tout the ads as the first-ever use of online fragrance "sampling," though the samples are the sounds, not the actual scents. Future executions, for other products, will launch around Father's Day and the back-to-school season.
Copyright April 1997, Crain Communications Inc.