JWT develops Macy's Backstage Pass campaign
This spring, Macy's helps customers unlock magical moments in-store when they scan a code or send a text message with Macy's Backstage Pass. A groundbreaking new initiative for the retailer, Macy's Backstage Pass customizes QR code and SMS technology to deliver exclusive and engaging video content to users' mobile phones. Bringing the retailer's celebrity designers and fashion authorities more directly into every store location nationwide, Macy's Backstage Pass will provide consumers with essential tips, information on the latest trends, advice and inspiration straight from their favorite style icons.
"Macy's new Backstage Pass is an exciting evolution that brings our stable of fashion experts and designers directly to the customer while they're shopping in our store, through their hand-held mobile devices," said Martine Reardon, Macy's executive vice president of Marketing. "By providing fun and informative video features via an easy-to-use, direct-to-consumer platform, we are connecting and engaging our customer in a personal way that enhances and adds a new element to their shopping experience."
A mixture of entertainment and fashion, Macy's Backstage Pass codes will deliver 30-second films to users' mobile phones that provide fashion inspiration, advice and tips. Following the initial video feature, users will have the option to select longer-length content that will take them further backstage with each designer or brand. Featured designers and experts for the launch of the campaign include Bobbi Brown, Sean "Diddy" Combs, Tommy Hilfiger, Michael Kors, Greg Norman for Tasso Elba, Rachel Roy, Irina Shabayeva for I.N.C., and a host of the nation's most influential fashion bloggers for Macy's newest exclusive collection, bar III. Additionally, the campaign will feature content by Martha Stewart and Madonna's Material Girl in videos currently set to debut a few weeks following the launch.
QR codes or Quick Response codes emerged in the mid-1990s in Japan. The two-dimensional barcodes are readable by dedicated QR scanners and mobile phone cameras running a QR reader application. The codes are most often used to deliver content via mobile devices. As QR codes gain popularity in the United States, many users will need a quick tutorial on how they work. To assist in the education process, Macy's created a fun and informative demonstration video called "How to Use Macy's Backstage Pass."
In addition to the exciting video content being offered, young contemporary brand American Rag will also provide a free music download of the song "Weightless" from the band All Time Low.
Macy's Backstage Pass/QR code initiative is the latest example of the retailer's embrace of mobile marketing technology. Macy's was among the first national retailers to partner with Shopkick on their mobile application platform that allows users to earn points for checking in at stores and to receive special offers from participating retailers. Since its launch in Aug. 2010, Shopkick has already surpassed the 750,000 user mark. With the broad distribution of QR codes at stores nationwide, Macy's is delivering of-the-moment, unique video content that will appeal to a broad consumer.
JWT New York developed the Macy's Backstage Pass campaign in conjunction with Macy's.