From Beyonce to Bieber, Macy’s has become known for holding one-of-a-kind celebrity events in its stores. Incredible events…for those lucky enough to attend. But what about the people who weren’t invited, the ones who didn’t line up around the block or spend the night on 34th Street? How do we share these once-in-a-lifetime experiences with them? By creating our own media channel. One that’s more about entertaining than advertising. Introducing Live@Macy’s. A digital streaming platform that empowered us to spread the magic of Macy’s to people all over the world and further solidified Macy’s as the retailer at the forefront of technology.
Macy's Million Dollar Makeover
For Macy’s, we created more than TV commercials: we created a TV show. Macy’s Million Dollar Makeover was a one-hour special that aired on TLC. It featured three entrepreneurs—whittled down from thousands of applicants on Facebook—who were looking to make their professional dreams a reality in three areas Macy’s knows a thing or two about: fashion, food, and home. After a style makeover from host Clinton Kelly and a business makeover from mentors in their respective fields, the finalists were tasked with formally pitching their business ideas to celebrity judges Martha Stewart, Tommy Hilfiger and Marcus Samuelsson. The winner, Dylan Gold of San Francisco, walked away with not only one million dollars, but also a deal to sell his line of furniture at select Macy’s stores.