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Michoel will present a case study on native advertising in mobile, focusing on the launch marketing efforts of one of 2013's most anticipated fashion collaborations: Gap and Diane von Furstenburg. Gap and DVF introduced a playful, custom photo editing experience to support their multimedia launch awareness campaign, and enable users to create their own piece of branded, sharable content. Over 900,000 people interacted with Gap and DVF's photo filters, frames and stickers, resulting in over 4.9 million brand engagements, over 600,000 minutes of engagement time and almost 400,000 saved photos. This case study addresses how brands can intimately and non-invasively connect with smartphone users as they engage in one of the most popular smartphone activities: mobile photography.