On Monday morning, Gap issued a call on Tumblr for creators to share, through an original piece of content, what "blue" means to them — blue being, of course, the color of Gap's logo and of its signature product, the blue jean.
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The four winning submissions, as determined by Gap, will be distributed through a mobile ad takeover on Tumblr on Aug. 29. On that day, Gap will purchase every single mobile ad Tumblr runs, the first brand to do so. Tumblr began running mobile ads in late April. The company says its mobile userbase is growing rapidly, and is expected to overtake desktop traffic by early 2014, founder and CEO David Karp has said previously.
