Gap and Foursquare’s love affair has taken a new turn this morning, with the retailer debuting an ad campaign featuring interactive “Add to Foursquare” buttons integrated within online ads.
The ads -- which are running on a wide variety of sites including Mashable, Gawker and Conde Nast properties -- feature Gap holiday fashions and deals along with the Foursquare button, which when clicked, adds a Gap to-do and enables a 30% discount on one regular priced Gap item.
The ads are location-aware too; users will be able to associate the to-do with a nearby store and be reminded of it when they’re nearby and pull up “Places” within Foursquare. Gap will also be donating $1 for each add to Foursquare’s charity of choice -- Camp Interactive -- as part of the campaign.
We’re starting to see more and more social integrations within banner ads -- most commonly perhaps in the form of Facebook “like” buttons -- but this is the first time we’ve seen it with Foursquare as the call to action. Foursquare may have a significantly smaller userbase, but given the ads can directly drive foot traffic with a discount, we imagine the results could inspire others to emulate the format.