Macy’s Partnered With TLC's "Say Yes to the Prom" for Dresses and Jewelry.
The retail tie-in was part of a large initiative to provide prom dresses and tuxedos to high-achieving but underserved students. The 360º program had several different touch points, including digital, television, retail, and e-commerce. I directed and produced original branded content in collaboration with TLC producers to bring "Prom Tips With Monte Durham" to TLC audiences across platforms and screens. The initiative included a robust product offering where users watched the content and interacted with dresses featured in the "Say Yes To The Prom" product line enabling fans to shop right from the experience at Macys.com. A sizzle video for the larger partnership is featured below.
video EXPERIENCE
The responsive interactive video experience enabled viewers to watch Monte's Prom Tips and engage at key points in the timeline by branching off to additional video content. At any point, the user could return to the main episode and continue watching where they left off. E-commerce extensions contained product information from Macys for each of the prom dresses which were integrated within the experience. The customized dress animations would lead audiences directly to Macys.com to make a purchase. The experience resided in TLC.com and we distributed the content to Facebook and Twitter. Below is a video with screens of the main experience.
interactive video player
I partnered with Verse to develop several new scalable interactive video products across the organization. Leveraging new technology and a cloud-based CMS, we produced experiences where viewers would lean in and engage more deeply with video spending more time with content. Visual cues would appear during video playback and alert users to watch additional videos or browse content at key points during their stream. Below are screens of the player UX.
branded content
Partnering with TLC, I directed the production of a 3-part original series that included an interactive video experience titled “Say Yes to The Prom: Prom Tips With Monte Durham." We peppered fans with the latest trends for dazzling dresses, breathtaking beauty, and accenting accessories. The content was amplified to social audiences who were targeted with video posts, animated dress reveals, and more. These digital originals contained integration points for Macys and featured the Say Yes To The Prom product lineup available for purchase in-store and online.
linear short-form commercials
A 3-part short-form video series aired on television taking viewers through Monte's prom pointers. Macys had visual representation throughout the signage on set.
Advertising
A suite of HTML5 media and innovative video solutions were targeted across devices and platforms to promote and drive awareness of the digital experience. The screens below showcase a new Advanced Video format that made mid-roll commercials come alive with enhanced interactivity.
social promotion
A selection of animated art and images were leveraged across distribution channels to engage social audiences with the content. Vertical video formats featuring the prom tips episodes were also distributed to audiences across Facebook and Twitter.
