The department store's out of home campaign features QR codes in popular tourist destinations for passersby to scan with their phones to access curated Pinterest boards of location-tailored outfits

American mainstay Macy's is launching a summer campaign aimed at outside travelers and tourists, prompting them to use their phones at certain gathering points to access Pinterest boards full of location-specific looks.

Popup stations will be featured across the country in popular outdoor places like Central Park and Brooklyn Heights in New York, and Santa Monica Pier in California. Upon scanning the Pincode located on the campaign sign, consumers will be directed to Pinterest collections styled for each unique location, and linked to shoppable Macy's pages to purchase the items directly.

The program was developed by New York advertising agency BBDO, working to include Facebook and Instagram content to show summer content via video and stories. The campaign is part of Macy's focus on mobile and digital strategies as its brick-and-mortar stores continue to struggle, and part of Pinterest's efforts to make more of its content shoppable.

Macy's


Lead image: stock photos from Olha Lefimova/Shutterstock

American mainstay Macy's is launching a summer campaign aimed at outside travelers and tourists, prompting them to use their phones at certain gathering points to access Pinterest boards full of location-specific looks.

Popup stations will be featured across the country in popular outdoor places like Central Park and Brooklyn Heights in New York, and Santa Monica Pier in California. Upon scanning the Pincode located on the campaign sign, consumers will be directed to Pinterest collections styled for each unique location, and linked to shoppable Macy's pages to purchase the items directly.