Macy’s and DreamWorks focus multifaceted Trolls campaign around mobile hub

Mobile Marketer – Macy’s, in partnership with DreamWorks, is centering its branded campaign for the new animated film Trolls around a mobile hub, showcasing mobile’s central place in omnichannel marketing.

The partnership will see a large variety of marketing efforts on Macy’s part, from branded Trolls products in-store, all the way up to a Trolls-themed float in the Macy’s Thanksgiving Day Parade. The marketing campaign will be multifaceted, with efforts being pushed on social media, print, digital, in-store and out-of-home.

“Unifying the Trolls campaign across all channels, mobile, digital, social and physical is essential to reaching the largest audience to create Troll mania,” said David Naumann, vice president of marketing at Boston Retail Partners. “While there is a small risk that some consumers will get tired of the pervasive Troll messaging from Macy’s, there is more up-side than down-side to this approach.”

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