Macy's offers a 'Backstage Pass' using QR codes

NEW YORK-- Macy's has launched a new service to bring exclusive video content to users' mobile phones. Using QR code and SMS technology,Macy's Backstage Passwill provide consumers withessential tips, information on the latest trends, advice and inspirationstraight from their favorite style icons, the company reported.

"Macy's new Backstage Pass is an exciting evolution that brings ourstable of fashion experts and designers directly to the customer whilethey're shopping in our store, through their hand-held mobile devices,"said Martine Reardon, Macy's EVP marketing. "Byproviding fun and informative video features via an easy-to-use,direct-to-consumer platform, we are connecting and engaging our customerin a personal way that enhances and adds a new element to their shoppingexperience."

According to the company, Macy's Backstage Pass willdeliver 30-second films to users' mobile phones that provide fashioninspiration, advice and tips. Following the initial video feature, userswill have the option to select longer-length content that will take themfurther backstage with each designer or brand. Featured designers andexperts for the launch of the campaign include Bobbi Brown, Sean "Diddy"Combs, Tommy Hilfiger, Michael Kors, Greg Norman for Tasso Elba,Rachel Roy, Irina Shabayeva for I.N.C., and a host of thenation's most influential fashion bloggers for Macy's newest exclusivecollection, bar III. Additionally, the campaign will featurecontent by Martha Stewart and Madonna's Material Girl in videoscurrently set to debut a few weeks following the launch.