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Macy's American Rag Seeks Millennial Relevance via Instagram-Heavy Music Promo

  |  February 27, 2014   |  Comments

The Macy’s exclusive clothing brand has launched an Instagram-heavy campaign for its Millennial consumers that will provide music and other digital content from bands like We The Kings.

american-rag-all-access-we-the-kings-5mb-highresAmerican Rag, a clothing brand available exclusively at Macy's since 2003, already has its own magazine, but Macy's wasn't content to stop there.

The brand has launched the All Access campaign, a program that offers Millennial customers what it calls direct access to music, videos, contests, and meet-and-greets with musicians.

Throughout the campaign, participating artists will create exclusive content for American Rag's digital properties, including its Ragged Mag website and its social media channels.

Since 2006, Macy's says its American Rag brand "has powered" Ragged, a free magazine "where music meets fashion" that includes "some of the hottest bands and artists all sporting American Rag threads."

American Rag has 436,000 Facebook fans; @RaggedMag has 5,200 followers on Twitter.

Pop-rock group We The Kings will launch the campaign this spring. New artists will be announced throughout the year.

We The Kings' All Access activations include exclusive downloadable songs on American Rag's Facebook page and the Ragged website.

For instance, per a post on the Ragged website, customers who like American Rag on Facebook are able to download the We The Kings song "Can't Shake This."

In addition, through March 2, Macy's says fans can "regram" the official contest photo from a February 4 post from @raggedmag on Instagram with the hashtag #ARAllAccess for an opportunity to win a trip to see the band in concert.

The post itself has 335 likes. As of February 25, #ARAllAccess has been tagged in about 1,900 posts on Instagram.

Similarly, for two weeks starting March 31, Macy's says fans can also "regram" the official contest photo posted on the same day on Instagram with the #ARAllAccess hashtag for a chance to win clothing that We The Kings singer/guitarist Travis Clark wore and autographed during a photo shoot.

Macy's also says We The Kings will take over the @raggedmag Instagram account "at various moments" throughout the campaign.

@RaggedMag has about 4,000 followers on Instagram.

We The Kings also served as editors-at-large for the Ragged's We The Kings issue, which will be available in early March at Barnes & Noble locations.

From March 14 through March 29, fans can check out We The Kings on tour, presented by American Rag. During each tour stop, fans will have chances to win Macy's gift cards by following @raggedmag on Instagram, posing for a photo, and posting it on Instagram with the hashtag #ARAllAccess.

"The clothing is really cool and edgy, and they are committed to super serving our fans with the All Access campaign," Clark says in a statement.

Macy's declined comment.

In a press release, however, Macy's says American Rag seeks to "create unique experiences for consumers" through its All Access campaign.

According to Macy's, American Rag "epitomizes carefree, cool style through casual clothing with an indie vibe for young men and women" and the "American Rag female shopper is looking for a fresh, unique style yet still wants to look and feel sexy."

Customers will also have the opportunity to listen to We The Kings at select Macy's locations and to take part in a meet-and-greet with any $25 American Rag Juniors or Young Men's purchase.

We The Kings has 1.4 million Facebook fans and 236,000 Twitter followers.

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ABOUT THE AUTHOR

Lisa Lacy

In addition to ClickZ and Search Engine Watch, Lisa's work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.

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