If you build it, brands will come — for better or worse.
The latest example of that is Secret, a new app for anonymous sharing, similar to Whisper. Over the weekend, someone shared a post on the service, which claimed to be the first from a Fortune 500 company.
See also: Anonymous Blogging App Secret Produces Its First Viral Hoax

We've since confirmed that the post comes from Gap, which has previously been among the first to advertise on other social networks like Instagram and Vine.
Secret launched last month for iPhone and was created by Chrys Bader, a former Google product manager, and David Byttow, a former Square employee. Secret recently generated headlines after one user posted a rumor that Evernote was about to be acquired — a rumor that Evernote later shot down.
While it's pretty much expected that brands embrace more established social networks like Facebook, Twitter and Instagram, several brands have tried to find ways to take advantage of newer, alternative services like Snapchat, Jelly and now Secret.