This fall, Macy’s Magic Bus is rolling into 15 college campuses nationwide to “whisk” students away to after-hours shopping parties at their local Macy’s stores. More than 3,500 students are expected to participate in the events, which include the Magic Bus transportation, shopping, special savings, snacks and activities.
Members of Macy’s network of student ambassadors are promoting the program on campus and communicating each local program’s microsite where students can sign up for the party. These student ambassadors are manning information tables, and hosting promotional events on campus like scavenger hunts for coupons and Macy’s gift add-ons—then using social media to offer clues to where the giveaways are hidden.
When students board the Magic Bus for the party, there’s music playing to liven the mood. Ambassadors lead games like “The Price is Nice,” where they hold up an article of clothing, either a physical item or one displayed on a tablet, and ask how much the students think it costs. When students arrive at the Macy’s store, there is live music from djs or band performances.
Activities in-store are designed to represent school themes. For example, a mechanical alligator ride for the University of Florida program, and interactive trivia. There are different touchpoints and interactions with Macy’s staff, in addition to brand representatives and vendors. At one party, Sperry Top-Sider offered custom monogramming for students who purchased a pair of loafers, in addition to handing out premiums. There was a grand prize sweepstakes for an iPad Mini, as well.
Throughout the private event, the Macy’s Magic Bus brings students back to campus on scheduled intervals, giving even more students the chance to shop and party.
“We realize our stores aren’t always easily accessible to students who may not have cars on campus, so we’re making it easy for them to get to know us and creating a social experience so they can have fun shopping in our store with classmates and friends,” says Holly Thomas, group vp-media relations and cause marketing at Macy’s. Agency: Fluent, Boston.