The technology: Shockwave
The scoop: The Gap kicked off advertising for its new line of nail polish by offering cyber visitors a chance to get a virtual manicure. Select a hand with a skin tone matching your own, and then paint each nail any of the 11 shades of Gap nail polish, from Denim Blue to Toffee Crunch.
"It's fun," said Michael McCadden, senior VP-marketing at The Gap, which created the campaign in-house. E-nails is the latest installment in the Gap Web site's interactive activities that include the Get Dressed interactive dolls, which let users try out different outfits using Gap separates.