Macy’s | Interactive + Cause Marketing
For Macy’s 2018 Flower Show website, I partnered with design colleagues to develop a fairy-tale generator concept to align with the in-store exhibition’s “Once Upon a Springtime” theme and integrate our Flower Show sponsors. I wrote the Madlibs-style story and the 10 questions users must answer. Their responses get added to pivotal parts of the tale. At the end, they can read the personalized fairy tale they helped to write.
For the interactive experience, visit: https://www.macys.com/social/flower-show/
The 2018 website for Macy’s Go Red for Women® campaign features a quiz I wrote from data compiled from the American Heart Association to test users’ knowledge of heart disease factors for women. For more than a decade, Macy’s has teamed with the AHA to support the fight against heart disease in women. In addition, the site includes survival stories, Macy’s savings promos and other fundraising efforts aligned to the popular Wear Red campaign.
For the interactive experience, go to https://www.macys.com/social/go-red/
I wrote the copy and worked with design partners to conceive of a fun, interactive letter-writing experience for the tenth year of Macy’s Believe campaign. During the 2017 holiday season, believers of every age were encouraged to write letters to Santa. For every letter received, Macy’s donated $1 to Make-A-Wish®, up to $1 million, to grant the wishes of children with life-threatening medical conditions. On National Believe Day, Macy’s doubled their donations. At the end of the campaign, Macy’s raised $2 million.
Macy’s Fireworks Show is a big deal—so my team created a website chocked full of information and interactive features to promote the nation’s largest fireworks display. I created the concept and copy for “What’s Your Idea of 4th of July Fun?” The fun-to-play flowchart was geo-targeted for site visitors outside of the NYC region. They were encouraged to navigate the game through a series of prompts and questions that described different takes on holiday fun. Plus, I wrote copy for some of the locales in the neighborhood guides as well as all the night-of-fireworks viewing points, musical score and fireworks infographics, talent bios and more.
To play the flowchart, go to: https://mcys.co/2n7k2dk
For Hispanic Heritage Month 2017, I wrote the interview questions for the site’s featured celebrity Gaby Espino. The Venezuelan telenovela star and beauty expert explained how important it is to celebrate Latin culture and heritage.
For the interactive experience, go to: https://www.macys.com/ce/hispanic-heritage-month/meet-gaby-espino