August 17, 2009
Bloomingdale’s goes Hollywood with new campaign
Bloomingdale’s is launching an eight-week long campaign on August 27 that will see the multichannel merchant give away more than 35,000 tickets to movie screenings, screen original short films and showcase actors in its catalogs. A special microsite devoted to film will launch with select content on August 26 and full content on September 11. Here, online shoppers will be able to view and vote for their favorite original short film, watch new movie trailers and see Bloomingdale’s customers movie clips made using the new Yoostar entertainment system. The merchant has partnered with several movie studios to give away tickets and screen footage from some of the fall’s seasons new films in special viewing lounges in each Bloomingdale’s locations as well as online. The five original short films commissioned by Bloomingdale’s in partnership with Young Indies Films will also be shown in stores and online. Shoppers will be able to vote for their favorite film via text message or online. Clips from memorable black-and-white films will also be screened. The stores will be decorated with photographs of Hollywood stars and select stores will feature costumes and artifacts several films as well as wax figures of some of today’s leading. Each of Bloomingdale’s fall fashion catalogs is also influenced by motion pictures, with the August catalog featuring up-and-coming indie actresses, the back-to-school catalog featuring a movie theme and the fall ready-to-wear book featuring actress Rose McGowen and an interview with celebrity designers Ashley and Mary-Kate Olsen.