Old Navy and Omaze Campaign
For its back-to-school campaign, Gap Inc.’s Old Navy worked with Culver City, California-based Omaze, a platform that focuses on giving to causes. People on Omaze donate but also enter sweepstakes. The company describes it as a place to connect influencers, nonprofits and donors. For the Old Navy effort, consumers entered a sweeps on the platform for $10 and money went to the Boys & Girls Club. The prize was a trip to Los Angeles for a $1,000 shopping spree and a sing-a-long experience with actress Kristen Bell, who appears in Old Navy TV and digital ads performing a back-to-school song written from conversations had with kids from the Boys & Girls Club. Old Navy also hosted in-store events to raise money for the charity. It’s all part of the retailer’s ONward cause platform.