Monday, September 28, 2009

Macy’s: Have Your Celebrity Friends For Dinner

It’s an embarrassment of riches when Macy’s does good. Martha, Tommy Hilfiger, Emeril, “The Donald”, Jessica Simpson, Usher, Queen Latifa, the list goes on and on. And on. For 45 seconds, including some strange camera work, and distracting inside jokes. Until finally … we learn that this is for charity.

Macy’s invites us to host a party, and somehow the proceeds will help Feeding America. (Score another coup for those guys – the charity du jour. And that’s all the French I know.)

The website is robust, and puts the star power to better use, making it more clear exactly how I can get involved. Oddly, the “big day” – Oct. 17 – is buried under Tommy Hilfiger’s section. That’s the day they’ve designated for their Shop For A Cause program.

But no matter many layers they’ve piled on top of the details, the results are impressive.

Over $28 million dollars will be donated through Shop For A Cause day.

Over 30 million meals will be donated through Feeding America.

And over 40 million A-list celebrities will be featured in each TV commercial. Oh wait. That last stat is just a little off.

I’m sure Macy’s is also running their “sale sale sale!” TV spots to move product, but this campaign builds the brand. And apparently, it’s a star-studded, big-hearted brand indeed.

Why would anyone go to Dillard’s?

(PS – "So, what’s with the Beatles track?” Yes, they are using Come Together in TV and online, and yes, The Beatles have always been notoriously litigious and short-leashed when (not) licensing their music to commercial ventures. And here it is; Macy’s rocking the opening track off of Abbey Road. Think they could’ve gotten that track for a one-day-sales event? Heck no. And THAT, gentle reader, is a pretty sweet by-product of adding some good to your marketing. Beatles tracks.)

(PPS - I believe the agency is still JWT Chicago? Please comment below to confirm or deny. Thanks!) I'm reading: Macy’s: Have Your Celebrity Friends For DinnerTweet this!

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