Mobile advertising is expected to surpass print ads in the U.S. by 2017, and some brands are getting on board with the shift. Macy’s, for example, started experimentation with mobile back in 2012, sending text message alerts to promote looks during the ten-week NBC “Fashion Star” television show. Users could shop the looks on their phone, making the campaign one of the early and best uses of mobile as the second-screen. Macy’s cashed in on the sofa opportunity by directing viewers to a custom landing page on the Macy’s mobile site where outfits became available as they appeared on screen. Shoppers were encouraged to submit their contact information for a chance to win a sweepstakes for a $1,000 shopping spree with Fashion Star judge and Macy’s buyer Caprice Willard. Even though the campaign was short-lived (due to NBC’s cancelation of Fashion Star) it was a success. The majority of looks were sold out in 24 hours.
Since then, Macy’s has continued its mobile ad efforts. It highlighted looks from the Macy’s Impulse collection on the mobile site of New York Magazine’s style blog The Cut. In September 2013, Macy’s started running Pandora ads and adding a gamification element with a word game listeners could play to win access to time-sensitive sales. In November, Macy’s took a deep plunge in the mobile ad world by purchasing all ads on Clear Channel’s “mstyleradio” internet radio aimed at Millennials and using it as music for the Junior’s and Young Men’s departments across its stores.
Macy’s early and continuous efforts in mobile advertising – featured in L2’s Intelligence Report: Mobile & Tablet have established it as a leader in the field.