This spring, Macy’s wants to help customers unlock magical moments in-store when they scan a code or send a text message with Macy’s Backstage Pass. Macy’s Backstage Pass customizes QR code and SMS technology to deliver exclusive 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 aim to provide consumers with essential tips, information on the latest trends, advice and inspiration straight from their favorite style icons.
QR codes or Quick Response codes emerged in the mid-1990s in Japan. 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.” The video will be accessible to customers on the go by texting “learn” to MACYS (62297), or on www.macys.com/findyourmagic sitelet, Macy’s Facebook page and via Macy’s YouTube Channel. In addition, every Macy’s sales associate will wear Backstage Pass lanyards with simple instructions on how to use the codes in-store.
What’s In the Videos
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.
If users don’t already have a QR code reader application installed, Macy’s will offer a free QR reader download by texting “reader” to MACYS (62297). For shoppers who may not want to download a QR reader, the videos are also accessible by texting the keyword found beside each Backstage Pass to MACYS (62297) and the exclusive content will be sent as an MMS (multimedia message). To ensure a great customer experience for consumers without a smart phone or video-enabled device, all Backstage Pass in-store displays will also direct shoppers to access the content on the internet at www.macys.com/findyourmagic.
