The image below (top left) is an in-store billboard, which offers shoppers the ability to scan the code to see customer product reviews and styling ideas for the new line of pants. The top right image shows the mobile site that the scan mentioned above will resolve to. The bottom image shows a direct mail piece, which features a code that resolves to a video interview with a Gap designer, and it also features a discount coupon.
There are a number of positives about this campaign. First, the call to action and offer is certainly of value to the consumer. To provide customer reviews, styling ideas and designer interviews is spot on and all helps to move the consumer through the purchase decision process. Second, the campaign spans many channels/mediums. To fully integrate the campaign from in-store to direct mail to print, etc. makes a great deal of sense and helps to engage with the largest audience possible. Third, Gap takes the time and creative space in the various promotional pieces to inform consumers about the code and how to scan it. Fourth, the resolve sites are mobile optimized. With all of that said, I really can't find much wrong with this campaign. It all seems very well planned and executed.
The one question I do have is in regard to the barcode itself. For some reason Gap decided to use a QR code, as opposed to ScanLife's proprietary EZcode, and I wonder why.