Today, when Diane von Furstenberg’s second collection for GapKids and babyGap launches in stores nationwide, Aviary will launch a special edition “DVFxGAP” mobile editing suite that includes frames, filters, and stickers in bright colors and jungle prints.
Founded in 2007, Aviary powers mobile photo editing tools for services like Twitter, Flickr, and Photobucket. The company soft-launched its native ads platform in beta last week after an alpha test with brands including Red Bull, Atlantic Records, and H&M.
“Our partnership with Aviary is an exciting way to generate awareness of our DVF x GapKids collaboration through a limited edition digital experience targeting Aviary’s socially savvy network,” said Rachel Tipograph, director of global digital and social media for Gap in a statement. “It’s also an opportunity to tap into consumers’ digital behavior of taking, editing and sharing mobile photos of their shopping hauls.”
The retailer is also promoting the campaign with the #DVFlovesGap hashtag on Twitter and Instagram.
Tango, PicStitch, and Muzy are a few of Aviary’s 3,700 partners that will have the editing suite ready to go at launch. Aviary told us they chose these partners because they are highly ranked in the App Store and reach a combined 10 million users.
Users can also download the free effects in the Aviary app by clicking on the Effects, Stickers and Frames buttons.