National ads to promote Macy's app

09/18/2013 | Advertising Age (tiered subscription model)

Macy's is dropping human celebrities from its upcoming ads to focus on a digital one: its app. The ads highlight mobile-application features such as coupons, pricing and reviews, plus a contest to win a $500 gift card. Macy's wants to increase downloads and its user engagement before the year-end holiday-shopping season starts, said Jennifer Kasper, group vice president of digital media.

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