Macy’s Sings Consumers Back to School

Macy’s is welcoming students back to school with an a cappella challenge.

With a cappella on a surprising popularity surge – thanks to the “Pitch Perfect” films and vocal groups like Pentatonix – Macy’s is looking to cash in on the craze. The retailer has set up a challenge for elementary, junior high and high school students, in which three winning schools will receive $25,000.

The retailer’s campaign kicks off with a 15-second video spot starring Pentatonix, as the group sings the Jackson Five classic “I Want You Back.” The band members urge students to check out Macy’s YouTube page, where students are challenged to “Bring it like Pentatonix.”

Macy’s is making a smart move here, as the campaign blends interactivity with creativity. Classrooms all over the country will be filled with song – and increased Macy’s brand awareness with a young target market.

A Macy’s spokesperson correctly points out that “millennials turn to social media platforms to understand what’s hot in fashion. It’s imperative that we as a retailer stay on top of how fashion trends are being communicated.”

The a cappella push comes on the heels of Macy’s 2014 back-to-school lip sync challenge, amplifying that campaign’s creative aspects without sacrificing any of its interactive nature. The fact that the a cappella challenge targets an age group that may not typically get excited about department stores is icing in the cake.

And what’s up with me writing about back to school the first week in August?

Howard Davidson Arlington MA

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