Macy's (NYSE: M) is targeting millennials to promote its American Rag private label apparel by sponsoring musicians and concert tours paired with social and mobile components.
American Rag is available exclusively at Macy's, and the all access campaign offers millennials direct access to exclusive music, videos, contests and private meet-and-greets with popular musicians. Pop-rock group We The Kings will kick off the first leg of the campaign this spring.
As the debut artists, We The Kings will participate in a series of music, fashion and lifestyle activities, including in-store appearances at select Macy's stores across the country.
Beginning this month, We The Kings will debut new songs available for download exclusively on Facebook.com/AmericanRag and Raggedmag.com. Throughout the American Rag ALL ACCESS campaign, participating artists will create and curate exclusive content for American Rag's digital properties including raggedmag.com and its social media channels.
Mobile and social marketing encourages shoppers to follow @raggedmag on Instagram. Those who pose for photos and post to the social media site with the hash-tag #ARAllAccess have a chance to win a $50 Macy's gift card at each tour stop.
For two weeks starting on March 31, fans can "regram" the official contest photo posted on the same day on Instagram with #ARAllAccess for a chance to win clothing that We The Kings singer/guitarist Travis Clark wore and autographed during the photo shoot for American Rag's latest advertising campaign.
New artists will be announced throughout the year. American Rag is available exclusively at Macy's.
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