Gap, Target Launch Their First iPhone Apps In Time For Holidays

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Gap, Target Launch Their First iPhone Apps In Time For Holidays

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If the down economy is affecting experimental ad budgets, it doesn’t seem to be the case for both Target and Gap, which are launching their very first iPhone applications just in time for the holidays. Tina Unterlaender, who is the management supervisor for the mobile division of AKQA, which led the development of the apps, said it was the exact opposite: “They said we got to have that. It’s true [that some may be cutting back], but others that believe in trying new things, are continuing.”

Last week, Apple (NSDQ: AAPL) hosted a briefing with several of its developer partners, who gave us a sneak peak of what’s coming to the iPhone this holiday season. In particular, two applications really stood out because they were ads. AKQA showed iPhone apps for both Gap and Target, which are designed to help shoppers make gift decisions for their friends and family in a very fun and entertaining way. What’s even more interesting is that both Target and Gap plan to promote the ads by placing high-profile banners on sites visited by iPhone users. In case you missed it—that’s ads being used to highlight other ads. The banners will encourage users to download the free applications.

More on how the apps work after the jump…

—Target: Unterlaender said the iPhone quickly became the No. 1 device that was accessing Target’s mobile site, so they wanted something specific for the holiday season—an app that helps you come up with gift ideas. Once the app is downloaded, you pick male or female and an age range. Then you shake the phone to come up with a potential gift idea. At this point, the screen looks like a snow globe with white flakes falling to reveal a yoga mat or ornament. Take it a step further, and you can buy the gift on Target.com or find a nearby store that has the item in stock. Using your address book, you can also identify someone that you want to give the item to.

—Gap “Merry Mix It”: Ronnie Liew from the agency showed off the Gap app. First, the app features six music videos which are reproduced carols like “Jingle Bells” performed by Flo Rida and Trey Songz, or “We 3 Kingz,” performed by Jason Biggs, Romany Malco and Freddy Rodriguez. The videos can be sent to friends via e-mail. The second feature allows you to mix and “not” match clothing on a male and female model with a flick of the finger. Pick outfits for the models using scarves and hats, and then you can click to buy the items.

By Tricia Duryee