Yes, Virginia the Musical
To celebrate Macy’s five-year anniversary of “Believe,” Macy’s turned the classic animated special “Yes, Virginia” into a brand new musica available to schools nationwide, royalty-free. The script and production materials, along with advice from theater experts and Macy’s celebrities, can all be found on the website. In addition to the royalty-free play, Macy’s awarded 100 eligible schools a $1,000 production grant to help offset costs of staging the play.
Over 1300 schools signed up to perform the shows. PR outreach generated 231 million earned media impressions. Parents uploaded countless videos of their kids to YouTube and Facebook. And Macy’s was able to strengthen their local tie by focusing on making memories instead of advertising.
Awards
2013 Gold Cannes Lion, Branded Content & Entertainment
2013 Silver Cannes Lion, Branded Content & Entertainment
2013 Bronze Cannes Lion, Outdoor
2013 Gold CLIO, Branded Entertainment & Content (Digital/Mobile)
2013 Gold CLIO, Branded Entertainment & Content (Live Events)
2013 Gold CLIO, Content & Contact
2013 Silver Cannes Lion, Branded Content & Entertainment
2013 Bronze Cannes Lion, Outdoor
2013 Gold CLIO, Branded Entertainment & Content (Digital/Mobile)
2013 Gold CLIO, Branded Entertainment & Content (Live Events)
2013 Gold CLIO, Content & Contact
2013 Silver CLIO, Integrated Campaign
2013 Bronze CLIO, Digital/Mobile (Campaigns)
2013 Bronze CLIO, Engagement (Experiential)
92nd ADC Awards, Silver, Integrated
92nd ADC Awards, Bronze, Online Content
Merit, One Show Interactive
2013 Bronze CLIO, Digital/Mobile (Campaigns)
2013 Bronze CLIO, Engagement (Experiential)
92nd ADC Awards, Silver, Integrated
92nd ADC Awards, Bronze, Online Content
Merit, One Show Interactive
Scroll down to view the website
Click to see some of the website features:
Press
