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?
http://social.macys.com/cometogether/
(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!) Tweet this!
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