Friday, December 24, 2010

Macy's Newest Cause Marketing Miracle on 34th St.

Not since the movie " A Miracle On 34th St" a 1947 movie where the existence of a Macy's Santa was proven by the submission in court of  50,000  letters to Santa, and "Yes, Virginia, There is a Santa" 1897 editorial , has there been better proof that there is someone out there that will grant children's wishes.

For every letter to Santa delivered Macy's has given $1.00 to Make A Wish Foundation an organization that grants wishes to children who are face life threatening illnesses.

Macy's has set up a Believe post office like stations at all their stores nationwide, as well as a website where letters can be written and decorated to be printed up and brought to stations.   

Now practical parents,Scrooges, Grinches and cause marketing cynics as well, must be cringing at this strategy of taking advantage and even furthering childrens' beliefs in Santa as a ploy to bring in customers.

But I am sucker for such causes like Make A Wish Foundation; and for myths like tooth fairies and Santas, and I always cry when I watch movies "The Miracle on 34th Street". As a mom I know the pain and heartbreak of having a child injured or sick, as well as the joys and delight of children at Christmas time.

To date Macy's has received 1,001,002  letters. This campaign has translated to Macy's delivering a $1,000,000.00 check to Make A Wish Foundation, with an additional $500,000.00 from their facebook promotion- proving once again that kids' letters to Santa must mean that somewhere out there he does exist -and so does charitable giving tied in with some brilliant cause marketing.

If Macy's can help me "believe" that that there is "someone out there" that can give some joy and hope to children with life threatening illnesses, then I truly hope that Macy's wish for profitable season has been granted too.

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