Macy's Builds on Internet Momentum with Makeover Mentor Kelly

(MoneyWatch)  Macy's is launching a new online promotion that will test if it can maintain the momentum it built with its online holiday efforts, including the Believe promotion and microsite, which fueled a 24% lift in internet sales at year's end. A new promotion, Macy's & Clinton Kelly Make Over America, includes a fresh microsite that uses a central interactive element to tie into television and live events. The whole thing launched on TV March 3 when Macy's sponsored a segment on The View that included audience member makeovers accomplished by Macy's promotional partner, Clinton Kelly of the TLC show What Not to Wear. From The View, the promotion hit the road and will generate events in 15 cities across the United States during the spring and fall, with Kelly supervising makeovers for 15 women at each stop as well as runway shows at local Macy's stores to unveil the results. A contest at www.macys.com/makeoveramerica offers universal participation, with the grand prize of a Kelly makeover and shopping spree at Macy's flagship New York store. Microsite interactive features link to the contest. To participate, contestants must upload a photo or video to the site and answer questions on why they should be selected. The site also allows visitors to vote for the best makeover after each runway show, providing an American Idol flair.

Kelly's major roll in the promotion shouldn't come as a surprise, as the Believe initiative online was centered on a video of Macy's more famous private label partners, including Martha Stewart, Donald Trump and Carlos Santana, speaking to viewers from the store departments where their products reside. On the new microsite, a fully animated Kelly discusses his background, cracks jokes and instructs viewers on how to participate in the contest.

Certainly, makeovers involve the kind of discretionary spending that consumers are curtailing in the recession. With the microsite, Macy's has created a lively location where folks can escape gloomier realities, and participation is free. Even if it can't convince participants to treat themselves to makeovers immediately, and certainly Kelly fans and others who just like the the promotion's sunny style might be persuaded, Macy's is encouraging interested consumers to remain engaged with the store and to continue considering it as part of their lifestyle, one they might aspire to revisit more substantially in better times.