DIGITAL MARKETING
ABRACADABRA…
Macy’s “Believe” campaign gets AR makeover, raises $1 million for Make-A-Wish Foundation
Need a reason to still believe in Santa Claus
and the magic of Christmas? Macy’s will
give you a million. Last holiday season, the
American department store relied on the
latest technology to deliver its third annual
“Believe” campaign in collaboration with the
Make-A-Wish Foundation.
Macy’s created the Believe-O-Magic app
for shoppers to use on their iPhone, iPad
or Android device to bring to life Virginia,
the starring animated character from the
“Yes, Virginia” CBS TV special. The film
was based on the true story of eight-yearold New Yorker Virginia O’Hanlon, who in
1897 wrote to The Sun newspaper's editor
to ask whether or not Santa Claus really
existed. His response: “Yes, Virginia, there
is a Santa Claus.”
Flash forward to 2011 and, thanks to the
Macy’s app, shoppers could see Virginia
in action on their mobile device’s screen,
take photographs with the lively girl and
her friends at an in-store Believe Station
and turn the photos into Christmas cards
to share via e-mail or Facebook. Macy’s
also developed a holiday micro-site, where
you could write a letter to Santa, decorate
it with drag-and-drop icons and print it to
place in a Santa mailbox in a Macy's store.
"Macy’s is proud to bring back National
Believe Day and to lead people across the
country in embracing the compassionate
and joyful message of the holiday season,”
said Martine Reardon, Macy’s executive
VP of marketing, at the time.
“Our goal is to inspire others to act in
generous and kindhearted ways, whether
through writing a letter to Santa to benefit
the Make-A-Wish Foundation, or in their
own way each day.”
Macy’s received more than 1.4 million
letters and for every one, the retailer donated
$1 to the Make-A-Wish Foundation, reaching
its maximum pledged donation of $1 million
and granting more than 55 wishes to children
with life-threatening medical conditions.
Macy’s also used its micro-site to reach
productivity and consumer loyalty goals.
Besides the letter writing tab, the site’s other
features included The Believe Shop, a gift
guide, videos, a link to Macy’s TV, wallpaper
downloads and a roster of store events.
Click on the windows below to enter
Virginia’s world, check out the Macy’s online
gift guide, view the TV commercial and watch
two promotional segments that ran on The
Early Show on CBS.
WEBSITE
VIDEOS
Macy's The Early Show video 1
Macy's TV commercial video
Macy's "Virginia" teaser video
Macy's The Early Show video 2
Macy's "Thank You" video
Macy's "Virginia - Tower" video
Macy's Christmas website
Macy's online Christmas gift guide
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