5 Blogs Before Lunch: Macy's Launches Branded Entertainment Series, "Ragged Road"

Macy's Launches Branded Entertainment Series, "Ragged Road"

Macy's, in conjunction with WPP Group's MEC Entertainment, this fall will debut "Ragged Road," an online, branded entertainment documentary series about five wannabes trying to make it in the music business. The series, which will air on YouTube, is meant to promote Macy's American Rag brand to the 18- to 24-year-old buyer.

From Adweek:

Nancy Slavin, svp of marketing at Macy's merchandising group, said this marks a first for the brand in "doing something wholly dedicated to a communications strategy on the Web."

Slavin noted that the Web series is highly measurable and that the brand will be monitoring YouTube closely to see who is watching and to see how viral Ragged Road becomes. She added that there are other places Macy's plans to buy media, though further details were unavailable.

02:20 PM in Branded Entertainment | Permalink

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