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Macy’s brings back QR-code-enabled campaign

BY CSA STAFF

NEW YORK — Macy’s announced that it is bringing back its Backstage Pass campaign with even more engaging video content that delivers trend and helpful advice, straight from Macy’s stable of star designers and industry experts. In addition to essential tips, customers will have the chance to instantly win daily shopping sprees worth up to $500, wherever a Macy’s Backstage Pass appears, whether in-store, print or online.

“This past spring we introduced QR code technology to our customers via Macy’s Backstage Pass and focused not only on delivering fun and informative video content via their mobile phones, but also on educating consumers on this new way of engaging with us,” said Martine Reardon, Macy’s EVP marketing. “This new layer of communication between Macy’s and shoppers delivers an enhanced in-store shopping experience and creates new opportunities for personal interaction. For the next phase of this campaign, we will usher in a new series of interactive videos and provide extra incentives for customers who scan the Backstage Pass.”

Macy’s Backstage Pass codes deliver 30-second films to users’ mobile phones that provide fashion inspiration, advice and tips, the company reported. Featured designers and experts for the fall campaign include Kenneth Cole, Sean “Diddy” Combs, Tommy Hilfiger, Michael Kors, Rachel Roy, Jessica Simpson, and Martha Stewart. Additionally, Macy’s will also deliver content focused on home, men’s, young contemporary and cosmetics trends.

As part of Macy’s continued QR code technology education effort, a new Macy’s Backstage Pass television spot will debut that will not only touch upon how QR codes work, but will also entice customers to use them by alerting them to the content featured and the chance to win Macy’s shopping sprees. Starring Sean “Diddy” Combs, Tommy Hilfiger, Rachel Roy, Jessica Simpson and Martha Stewart, the 30-second spot begins airing nationwide in mid-September. In addition to the broadcast advertising, Macy’s Backstage Pass codes prominently embedded into Macy’s iconic red star will be featured throughout stores in branded displays and within print advertising.

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