"Macy's new Backstage Pass is an exciting evolution that brings our stable of fashion experts and designers directly to the customer while they're shopping in our store, through their hand-held mobile devices," said Martine Reardon, Macy's executive vice president of Marketing. "By providing fun and informative video features via an easy-to-use, direct-to-consumer platform, we are connecting and engaging our customer in a personal way that enhances and adds a new element to their shopping experience."
A mixture of entertainment and fashion, Macy's Backstage Pass codes will deliver 30-second films to users' mobile phones that provide fashion inspiration, advice and tips. Following the initial video feature, users will have the option to select longer-length content that will take them further backstage with each designer or brand. Featured designers and experts for the launch of the campaign include Bobbi Brown, Sean "Diddy" Combs, Tommy Hilfiger, Michael Kors, Greg Norman for Tasso Elba, Rachel Roy, Irina Shabayeva for I.N.C., and a host of the nation's most influential fashion bloggers for Macy's newest exclusive collection, bar III. Additionally, the campaign will feature content by Martha Stewart and Madonna's Material Girl in videos currently set to debut a few weeks following the launch.
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