Sector: Clothing and Lifestyle Retail GWPs

Challenge: Create inspiring music concepts that differentiate Gap, while offering exclusive music and video CDs to drive sales of Gap pants at retail and online at Gap.com

Solution: After Rock River manufactured CDs containing an exclusive version of a Madonna/Missy Elliott mashup and a rare Madonna remix to wide acclaim, we knew we needed to up the ante for the follow up. Rock River helped to recruit top artists to record their favorite cover songs and to appear in the tv spots for Gap's Favorites campaign.

Execution: In connection with a national tv, print and radio campaign, Rock River produced an eight song CD with behind-the-scenes artist videos from the TV shoot (and cover art in 6 languages) for worldwide distribution at Gap retail stores. Artist included Jason Mraz, John Legend, Joss Stone and Keith Urban.

Results: Nearly a million units of each project were distributed to Gap customers in less than 3 weeks for each campaign. Gap attributed a 30% rise in sales to the first promotion alone.