Retail has done it again – contributing to the inevitable break-up of thousands of couples (just kidding, I hope!).
Macy’s recently released its Backstage Pass technology that allows customers to receive “exclusive” video content, tips, trend information and the like right on their phones. And right from Macy’s celeb designers like Sean “Diddy” Combs, Martha Stewart, Tommy Hilfiger and Madonna.
Now that Madonna is involved, I’m paying attention.
The Backstage Pass provides (initially) 30-second films with celeb advice and tips. From there, users can select longer videos and access more information. Macy’s makes it super easy and high-tech to get started. Customers simply take their phone to a Macy’s Backstage Pass icon (located in any Macy’s store), use their QR reader to scan the star and from there they have access to a wealth of 30-second videos.
If you don’t have a QR reader on your phone, Macy’s offers a free download by texting “reader” to 62297. For those who would rather receive the information as an MMS, they simply text the keyword next to each Backstage Pass. And, if you’re like me and don’t have a smart phone but still want access to these scintillating tips and tricks, you can get it all through the Macy’s site.
What didn’t they think of for this promotion?
While I’m convinced that smart phones may lead to the collapse of all human relationships, there’s no doubt that we’ll at least look good doing it.
Have you tried Macy’s Backstage Pass? Is mobile marketing going too far? Weigh in here!
-Heather Strang
Oh Heather, I have had such admiration for your wit and intelligence as shown through your blogs…. until now. Madonna will make you pay attention to Macy's??? Please, Marshall Fields forever, down with the usurper, and if you ever get tired of the BF….
Dear Heather,
About two years ago I was in a really nice restaurant, "Nelo's" on the Upper Est Side, (Regis Philburn eats there) with my companion, it was his birthday. The most expensive pasta in Manhattan, but I digress.
At the table next to us was this cute young couple, and I sensed he was nervous. I was evesdroping (a little bit) and my instincts were correct, he started to propose. So I told my companion, "Look they're getting engaged!" She was getting all excited and teary eyed. It was very romantic! He took out a velvet box, and before she could practically say yes, she pulled out a phone and asked him to take a picture so she could send it out. After a quick peck they were texting, mom, dad, best friends and everyone else.
It was so sad to see a young couple more connected to their communication devices than to each other. I'm all for documenting life's precious moments, but this was pathetic! What a wonderful bonding moment they missed. Their pasta was cold before they finished calling everyone.
The consequence is that in sharing moments as they happen takes out out of them.
Truth be told, it wasn't that great a ring either.
Ron
Dear Hardliner,
Don't despair! I was a child of the 1980's – how could I not love Madonna?? But, I'm with you on one thing – Marshall Fields does [or at least did] rock.
-Heather
Ron,
Isn't that the saddest thing ever??? We are soooooooo consumed with our personal brand OUT THERE, that we forget to love our actual life.
Those poor kids.
Is it possible this will all backfire and we'll go back to in-person connection as the end all be all?
My hope is that retail will help to remind folks that face-to-face connection can be more powerful than any Facebook or Twitter post.
Keep rockin it,
Heather
Thanks for sharing this, Heather. It's great to see another big brand figure out the potential power of QR codes.
For anyone who's just learning about the topic, we recently created an infographic that provides an introduction to barcode marketing (who's on board, the different types of codes, etc.). Check it out at http://j.mp/ewhszT, and feel free to copy and share!
Love your blog Heather…I am absolutely fascinated with brand designing and positioning – so it's a delight to read the angles you come up with:) Do keep up the good work.