Macy’s and CBS believe in Christmas (sales/ratings).
Once again, Macy’s is producing branded content in the form of an “animated classic based on the timeless true story that inspired a whole new spirit of believing! (Yes, Virginia will air on CBS-TV, Friday, December 9. Check local listings.)”
CBS is also flogging Macy’s Write Santa a Letter and Help Make Wishes Come True promotion, which works like this:
From yesterday’s The Magic of Macy’s ad in the Boston Globe:
Tune into the CBS Early Show at 7 am for letter count updates to Santa throughout the holidays.
Relentless cross-promotion here.
That’s the magic of stealth advertising.
John Carroll, who also writes at Campaign Outsider and It's Good to Live in a Two-Daily Town, is a media analyst and mass communication professor at Boston University.
John Carroll has 282 post(s) on Sneak Adtack