Brands Go Social

Emerging through the week in all stores across the country, we will be
introducing the Macy's Backstage Pass campaign. A new mobile consumer
initiative, Macy's Backstage Passes are customized QR codes that
deliver fantastic video content featuring a stable of celebrity
designers and fashion authorities.

The videos offer essential tips, trend information and
behind-the-scenes looks at collections that will help customers
in-store learn more about the brands/designs as they shop. Designers
participating include makeup maven Bobbi Brown, Sean “Diddy” Combs,
Tommy Hilfiger, Michael Kors, Greg Norman for Tasso Elba, Rachel Roy,
Irena 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.

Understanding that this is an emerging technology in the U.S., Macy's
also created an informative tutorial video to educate customers about
QR codes and how they work. All this great content is available
in-stores now and can also be accessed online at
www.macys.com/findyourmagic.

For a quick demonstration on how it works for shoppers in-store, just
scan the red star code attached in this email using a QR code reader
on your smart phone and your device will do the rest. You can either
scan your computer screen or print the code to scan. Special tip: If
you don't have a QR code reader on your smart phone or video-enabled
device, just text "reader" to MACYS (62297) to receive a free QR
reader download.

The Backstage Pass attached features a quick fashion tip from renowned
designer Rachel Roy. Her Backstage Pass codes can be found in-store
within Rachel Rachel Roy shops at Macy's.

Finally someone get's QR codes right!!!!