Macy’s has announced that it has launched its back to school marketing campaign which includes a mobile effort that will support DoSomething.org, which is a youth volunteer organization.
DoSomething.org will be receiving one dollar from Macy’s every time a particular QR code is scanned using a mobile device inside the mstylelab in the retailer’s stores, to a limit of $250,000. Scanning the 2D barcode provides customers with information about the volunteer organization and social responsibility, in addition to helpful videos that concentrate on the latest styles and fashions.
One of the videos features Kelly Osbourne. The musician welcomes young people to begin actively volunteering. Vice president of media relations and cause marketing, Holly Thomas, explained that this strategy is a significant “opportunity to engage in a meaningful way. Millennial are active and want to support brands that are doing something to make a difference.”
Other mobile techniques that are involved in this campaign will include texting the word “cause” to 38383, as well as using a specially designed microsite that can be accessed using a mobile device with its internet browser, or using a desktop or laptop PC.
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Participation is further encouraged by entering those who complete the “Do Something Cause” quiz into a draw for a shopping spree of $250 at Macy’s. Selected volunteering projects will be awarded scholarships by DoSomething.org.
According to Thomas, the majority of the promotion of the campaign will be done through email and direct mail. It will continue to run until the end of October 15.