Cannes Lions
JWT NEW YORK, New York / MACY'S / 2012
Overview
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Credits
Description
Branded entertainment in the USA is widely accepted by all major media outlets, especially broadcast and cable television. The traditional model is for brands to fund production and buy their way onto the schedules via a media commitment.However, as more brands and their agencies develop concepts and formats with established production partners, Branded Entertainment is being recognised for its entertainment value and ability to permeate popular culture and gain an audience, in addition to supporting brand campaigns.The result is more programmers are looking to collaborate with brands, since brands like Macy’s have the capacity to produce and market like no other. Macy’s Million Dollar Makeover was created in partnership with network partners not as a media buy, but as an original programme to reach both Macy’s customers and network viewers who share the same passions.
Execution
Macy’s Million Dollar Makeover ran exclusively on Facebook in 2011 as a multi-episode series that progressed based on fan voting. Fans, those that ‘liked’ Macy’s on Facebook, were drawn to the content by promo videos and Facebook updates. In addition, fans were incentivised to vote via weekly give-aways of $500 Macy’s gift cards.In 2012, Macy’s Million Dollar Makeover was picked up as an all-new 1-hour special on TLC. The show was promoted via TV promos on TLC, national print and direct mail, digital, social, national and local press outreach, outdoor, radio and in-store events.
Outcome
In the end, only one Macy’s shopper received a makeover, but millions of others watched, commented and voted. Macy’s gained more than a million new Facebook ‘likes’ and over 321m media impressions. After a successful first season, TLC picked up the show for a second season to air April 17, 2012 with 2 planned encore airings.
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