Macy's to launch back-to-school mobile, social cause marketing campaign

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Macy's will launch a back-to-school cause marketing campaign in conjunction with youth volunteer organization DoSomething.org on August 8 that leverages direct mail, email, mobile and social media.

The retailer will donate $1 to DoSomething.org for every designated quick response (QR) code that consumers scan from within Macy's mstylelab (or juniors and young men's department). Each scan will provide consumers with volunteer opportunity information, as well as videos that focus on current fashion trends. Musician Kelly Osbourne will be featured in a QR code video inviting young people to become active volunteers.

Macy's will also donate $1 for every "like" on the mstylelab Facebook page. Total donations from QR codes and Facebook likes will not exceed $250,000.

“We have been considering and interested in doing something in cause marketing for the youth and millennial customer,” said Holly Thomas, VP of media relations and cause marketing. “This is a great opportunity to engage in a meaningful way. Millennial are active and want to support brands that are doing something to make a difference.”

The campaign will launch with a public service announcement from DoSomething.org supporter and actor Nick Cannon. Consumers are urged to get involved at microsite http://www.dosomething.org/macys or by texting “cause” to 38383.  

Consumers that participate in volunteer activities and respond to the “Do Something Cause” quiz will be entered to win a $250 Macy's shopping spree. Scholarships will be awarded by DoSomething.org to selected projects.

Thomas said the campaign will be promoted through direct mail and email. It will run through October 15.

Advertising agency JWT works with Macy's on its overall QR code program, but the "Do Something" campaign was done in-house, said Thomas.

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