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Macy’s ramps up in-store, mobile experiences with multifaceted campaign

May 23, 2012

Macy’s is using augmented reality, QR codes, SMS and a mobile application to help consumers get amped up about its “Brasil: A Magical Journey” campaign.

The Brasil campaign features limited-edition capsule collections created by renowned Brazilian designers, as well as a fundraising program to benefit the Amazon rainforest, a series of lively in-store events and an opportunity to win a trip to Brazil, courtesy of Delta Air Lines. Macy’s is using mobile for the campaign and using different mediums to engage new and existing customers.

“Macy’s ‘Brasil: A Magical Journey’ campaign allows us to share a Brazilian experience with our customers, bringing the country’s unrivaled passion and influential culture to life in our stores across the country and on,” said Jennifer Kaspar, general vice president of digital media and multicultural marketing at Macy’s, Cincinnati, OH.

“Throughout the campaign, we will offer exclusive, limited-edition women’s and men’s apparel, home and accessory pieces made in or inspired by the enchanting country,” she said.

“Other elements of our dynamic Brasil initiative include a fundraising program to benefit The Nature Conservancy’s work in the Amazon rainforest, in-store events and the use of the latest in mobile technology to deliver unique content to customers through the magic of augmented reality, a free application and QR codes.”

Macy’s delivers fashion and affordable luxury to customers at more than 800 locations in 45 states, the District of Columbia, Puerto Rico and Guam.

Brazil inspired
To promote the Brasil collection, Macy’s is using augmented reality.

Consumers with iPhone and Android devices can download the “Brasil: A Magical Journey” application.

The app is available for free download in Apple’s App Store and Google Play.

Consumers can discover more about Brazil via the mobile app

Paired with large, crafted Brazil-shaped floor markers installed throughout Macy’s stores, the app interacts with map markers, each triggering a unique augmented reality experience including a trip to the Amazon, Carnival, a soccer game and interaction with a toucan.

Users can enter to win a trip to Brazil via the mobile app

Consumers can also step in the frame and take a photo, as well as send it to friends and family or share it within their social networks.

In addition to augmented reality, the department store giant is also using QR codes to deliver helpful fashion content to customers.

When scanned, consumers can browse videos, available for download in-store and online, view fashion inspiration and tips from talent, including designers Francisco Costa and Carlos Falchi and check out behind-the-scenes footage from the Macy’s campaign photo shoot in Brazil.

Macy’s also sent out an SMS message to its opted in consumers, informing them of the new collection and letting them save an extra 25 percent off $100 when they make a purchase.

“Macy’s mobile marketing efforts aim to engage our customers through content and experiences that are useful, entertaining, or both,” Ms. Kaspar said.

“In this campaign, mobile technology in the form of augmented reality experiences and QR codes allows us to bring the Brasil: A Magical Journey experience to life and to deliver our customers unique content straight from the celebrated designers who participated in the campaign,” she said.

“Via augmented reality, our customers will be able to interact with elements from the Brasil campaign. Throughout our stores and online, customers will also find QR codes that will offer fashion inspiration and tips from talent.”

Word of mouth
Macy’s is getting the word out about the 360-degree marketing campaign through in-store signange, its Web site and via television advertising spots.

“We aim to continually enhance the Macy’s experience through exciting, fresh merchandise, great value and an engaging shopping experience that resonates with our customers,” Ms. Kaspar said.

“Through mobile initiatives, we are able to add a new layer of communication between Macy’s and our shoppers, delivering an enhanced in-store environment with new opportunities for personal interaction,” she said.

“These efforts help acquaint our customer with the value she can receive by using her mobile phone, and by offering spectacular entertainment content, as well as more practical shopping content, we can make her device more useful as she shops in our stores.”

Final Take
Rimma Kats is associate editor on Mobile Commerce Daily, New York

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Rimma Kats is associate editor on Mobile Commerce Daily and Mobile Marketer. Reach her at

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