Macy's celebrated the spirit of believing with Yes Virginia, the story of the famous editorial: Yes, Virginia, there is a Santa Claus. Usually it inspired kids to mail letters to Santa in Macy's. But now kids are engaged with technology rather than spirit. So we made Virginia even more magical by introducing Macy's Believe-O-Magic augmented reality app. Families downloaded the app and then visited Macy's to magically bring Virginia and her friends to life in 3D. They took the holiday photos with the characters, created cards and shared them on Facebook, Twitter and email. Ultimately, Santa received nearly two million letters.
PRODUCTION: Metaio, The Ebeling Group