Old Navy's presence during VH1's popular Divas concert on Sunday night will include pricey 30- and 60-second spots during the cable channel's telecast. At the same time, there's a potentially fun digital component to point out.
The retailer is sponsoring a GIF photo booth on the red carpet and backstage at show, which will take place at Los Angeles' Shrine Auditorium. In a nutshell, the technology takes photos and creates limited-motion GIFs of those in the booth.
The booth will be featured during the televised program when former New Kids on The Block performer Jordan Knight—who is currently featured in Old Navy's holidays campaign dubbed "Christmas All The Way" (video below)—and VH1 host Carrie Keagan report from the branded booth.
The San Francisco retail chain hopes the TV action creates branded Twitter buzz, where GIFs of the night's stars could go viral. VH1's Divas show will feature performances from pop notables Adam Lambert, Kelly Clarkson, Miley Cyrus and Demi Lovato. They'll be encouraged by the event's organizers to use the booth and promote in social media. Old Navy and VH1 plan to push the initiative via their Facebook and Twitter pages that collectively total 13 million fans and followers.
"Everyone loves to share pictures," Michele Schuh, Old Navy's director of media, told Adweek. "When VH1 brought the GIF idea to us, we hadn't seen anything like it. It's an add-on that we are really excited about."