Gap Buys Up All of Tumblr's Mobile Ads for a Day

Gap wants to create a "pop culture moment" for its fall Back to Blue campaign, and it's turning to Tumblr to create it. 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 its signature product, the blue jean.