Old Navy has chosen a winner in a contest looking for the game developer who best integrates the brand into a social game or community: Breakout Band.
Breakout Band‘s developers got $15,000 and exposure from Old Navy for including a feature in the game that lets users create their own Old Navy-themed song inspired by Old Navy Records’ debut songs “Super C-U-T-E” and “Welcome to the Ankle Show.” Old Navy, a unit of Gap, announced its “Game On!: The Old Navy Developers Challenge” last month. The effort ties in with a new ad campaign from the retailer, “Old Navy Records: Original hits. Original styles,” that turned the brand into, in effect, a record label.
Breakout Band beat out the other two finalists — Sugar Inc. and Tetris Online/Ace Studios — for the award. The winner was chosen by a panel of judges, including executives from Old Navy, RadiumOne, AKQA and PlaySpan.
Old Navy’s not the first brand to realize the social media potential of becoming a record label. Converse, the Nike sneaker brand, is doing the same, as are Red Bull and Mountain Dew. Likewise, Old Navy’s isn’t the first developer contest for a brand. Coca-Cola held a similar contest for mobile apps and announced its winners in February.
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