The Internet loves a big deal

Old Navy wanted to celebrate the impending milestone of 5 million Facebook fans with a coupon. The trouble is Old Navy shares discounts with its cost-conscious consumers on a daily basis. We needed to cut through the clutter, and do something special that would allow Facebook fans take part and spread the word.

We decided to take Old Navy's tagline, ‘Come Fun, Come All,’ literally. With the help of more than 450 fans, a ton of props, and flawless choreography, we would create Old Navy's biggest coupon ever.

We shared two teasers that built excitement and encouraged fans to get the word out. When Old Navy reached their 5-millionth fan, the coupon was finally revealed, which included a fully-scannable barcode.

Tens of thousands of new Facebook fans were quickly added. And the coupon was a big hit online with Old Navy customers, as well as on sites like Creativity, Adweek, and PSFK, among others.


Crispin Porter Bogusky, Los Angeles


Old Navy


Concept Development, Creative Direction, Art Direction