Macy's Summer Activation Turns Instagram Followers into the Creatives

Just in time for Summer, Macy’s has rolled out two new activations across its social media channels, enabling the brand to engage with their consumers in unique and unexpected ways.

One activation, The Remarkable Shot, turned Macy’s Instagram followers into the photographers on Macy’s latest shoot. The brand filmed models on set posing for the camera and posted the videos on Instagram Stories. Viewers replaced the photographer by using the screen capture tool on their phone to take the most remarkable shot. The winning shots were featured as a social campaign as well as on Macys.com, along with the handles of the “fashion photographers” who captured them.

The second activation centered around the heat of the summer, and asked a specialist to create four Glam Ice Pops that were shaped like real dresses available at Macy’s. The Pops were then live-streamed melting from the Herald Square flagship rooftop, while viewers were asked challenging questions to win a prize. Macy’s placed the answer on the stick of the Glam Ice Pops, so viewers could get the answer if they watched the pops melt entirely. The four followers who answered first left the game with a new summer dress from Macy’s.

The two executions, created by BBDO New York, are the latest of several digital hacks from Macy’s.