Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

Gap promotes on Digital City

Published on .

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.

Most Popular
In this article: