As part of the “Brazil: A Magical Journey” campaign that launched Wednesday in select Macy’s stores and on its Facebook page, the department store is inviting shoppers and fans to share what it calls “augmented experiences,” or virtual excursions surrounding famous Brazilian fetes and pastimes, by uploading application-based photos to their Facebook pages.
Through the campaign, Facebook users will be able to post photos of themselves at a mock Carnival, a spirited Brazilian soccer game, or a lush South American paradise and upload them to their Facebook pages.
Here’s how it works: First, users must download the free app here. They will then be able to pull up one experience, a Brazilian rainforest, at home, with which they can snap and post photos.
Additionally, once the app is installed on their smartphones, users will be able to activate Brazil-shaped markers on the department-store floor, which will allow them to experience the other three Brazilian treats (Carnival, soccer game, toucan park), take photos and, through the app, post to their Facebook pages. (Tip: Users should bring someone else to snap photos with their phones when they visit stores.)
Macy’s Chief Marketing Officer Martine Reardon said in a press release:
This week’s in-store launch of Macy’s “Brazil: A Magical Journey” campaign will introduce exciting aspects of Brazilian culture to our customers and their families through fun and interactive events, great fashion and lifestyle product, and augmented reality and QR code technology.
We’ve enlisted top Brazilian designers, procured brands new to the U.S., and created authentic in-store experiences that truly capture the spirit of this rich and intriguing culture.
Among the limited-edition collections that will be available through the Brazil promotion at Macy’s: a dress capsule from Francisco Costa for Calvin Klein, designed by the women’s creative director of Calvin Klein Collection, as well as a collection of handbags, shoes, fashion jewelry, and scarves by Carlos Falchi, and footwear, handbags, fashion jewelry, and apparel by Rachel Roy and Seu Jorge.
Readers: Will the Facebook elements of this campaign spur you to explore it further at a Macy’s store?