Macy’s is the exclusive launch partner for Apple’s new iTunes Radio, the company announced Thursday, allowing the retailer to reach tech-savvy consumers with customized digital video and audio messages via iPhone, iPad, iPod Touch, Apple TV, and Mac or PC devices.
Macy’s is using iAd’s targeting capabilities to focus the campaign on its core consumer demographic, women 25-54, as well as millennial women, a key growth area for fashion retailers. The launch campaign includes messages about fashion trends and upcoming events, sales and discounts, all delivered through Apple’s iAd platform, which offers capabilities including in-line video, pre-buffered audio and interactive creative.
The retailer will also continue to deliver special offers and discounts to customers through its app for the iPhone and iPod Touch, which now allows users to add offers directly to the iOS Passbook app.
Apple’s widely anticipated digital radio service comes pre-installed on all Apple devices running iOS 7, including the new iPhone 5, and is also available to all current iTunes users.
A number of other advertisers have also signed up for iTunes Radio, per Ad Age, including McDonald’s, Nissan, Procter & Gamble, and Pepsi, but it’s not clear when messages from these brands will begin appearing.
Macy’s is spreading its investments in digital radio advertising, including sponsorship of Clear Channel’s upcoming iHeartRadio music festival in Las Vegas, where the retailer is mounting experiential marketing efforts, again targeting millennial women. Earlier this year, Macy’s sponsored iHeartRadio’s “Rising Star” music contest, which chose a band, The Summer Set, to appear at the music festival.