Gap has been hiring individuals who have strong social media presences (i.e. Instagram used as a portfolio)
Also they are utilizing Vine, Tumblr, and other new popular tools to set themselves apart!
“Gap isn’t a brand that you’d expect to see at SXSW, but it’s making a splash during the music portion of the festival, partnering with Tumblr to bring Austin-goers tunes by Macklemore and Ryan Lewis, the Shout Out Louds and more.”
(Original article: http://mashable.com/2013/03/13/gap-retail-marketing/)