Macy’s back-to-school campaign ran under a “Social Studies” theme across in-store, digital and mobile marketing vehicles.The seasonal effort focused on fall’s newest fashion trends. Window displays introduced the campaign theme, while stanchion signs in apparel departments called out specific styles with phrases such as “we like screen tees” and “we like color theory.”The cover of the retailer’s Aug. 19 circular plugged a back-to-school “Wow” savings pass delivering 20% off select apparel for kids, juniors and young men through Aug. 22. Consumers could text a code to a designated number to access the pass via mobile phones. The tab also directed consumers to download location-based rewards application Shopkick to receive offers when checking into stores. One of Shopkick’s very first retail partners (see “Getting a Big Shopkick” in Related Articles), Macy’s expanded its original pilot program chain-wide in July.Multiple 15-second TV spots spotlighted an assortment of brands such as Levi Strauss & Co.'s flagship. Spots plugging the aforementioned sales event invited moms to send texts to receive the Wow pass.A 30-second spot, meanwhile, focused on private-label mstylelab and starred "Megan & Liz," winners of the “iHeartRadio Rising Star” competition that Macy’s staged last spring. The pop duo performed at the iHeartRadio Music Festival in Las Vegas on Sept. 21. Consumers could enter a sweepstakes awarding a VIP trip to the festival, a $500 Macy’s shopping spree, a makeover and an artist meet-and-greet by sharing the campaign through the retailer’s Facebook page through Sept. 5. A feature in the Aug. 19 tab supported.The back-to-school campaign also included regional radio spots, online ads, email blasts and run-of-press ads in various newspapers.Online, the retailer hosted a dedicated “Social Studies” microsite as well as a separate “College Lifestyle” hub. The latter area let visitors shop by category while also offering dorm-room tips that linked to related products on the e-commerce section of macys.com, expertly designed rooms for inspiration, and a printable shopping checklist and shareable wish list.An earlier "College Lifestyle" sweeps awarded five $500 store gift cards. Consumers entered via text message from May 1 through July 31.