Macy's is pairing its marketing of back-to-school clothes shopping with efforts to get young people involved in social activism, using direct mail, social networks, e-mail and mobile messaging to get the word out. Each time a shopper scans a quick-response code in a Macy's juniors and young men's departments, the clothier will donate $1 to a youth volunteer organization, as well as $1 for each "like" registered on Macy's MStyleLab Facebook page.

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