As America’s largest department store, Macy’s is always looking for ways to connect with customers on a local level. So this Christmas, we kicked off a new holiday tradition that would support drama programs in schools across the country. Given Macy’s size, it was safe to say many participants would be existing customers, but we wanted to find a way to connect with them in a way that would be more meaningful and lasting instead of transactional.

We created a brand new stage show, “Yes, Virginia The Musical” and offered it to school drama programs royalty free. Based on Macy’s beloved animated TV special, the show gave kids everywhere a chance to actually participate in spreading the show’s holiday spirit. We wanted to give these kids an outlet for their creativity while creating love and spirit around a story that is central to our holiday messaging.

Audiences really embraced the show. We were able to garner a very high level of involvement at a cost that was far lower than a national TV campaign. It invoked a strong sense of community at participating schools. Parents got involved and students put in long hours of rehearsal. They tweeted reviews and posted performances on YouTube. In the end, more than 1300 schools participated and interest is already mounting for year two.

Macy’s has a long history of launching annual entertainment properties (Thanksgiving Day Parade, Yes, Virginia TV Special) so creating a new holiday tradition for kids was a natural fit. By offering schools the script and some guidance, they would actually be taking up our cause themselves. Instead of just watching what we had created, they would be bringing it to life.