Macy's is bringing 'Yes, Virginia' into the smartphone era with Believe-o-Magic, a holiday-themed Augmented Reality app developed by JWT New York, Metaio and The Ebeling Group.
Families visiting Macy's stores to post letters to Santa can use the app by having kids stand on special floor markers. Then can then be photographed with the phone camera posing 'next to' with AR characters from the animated classic film. The photos can be used to create customized holiday cards.
The augmented reality push for the retailer continues from previous Yes, Virginia efforts by JWT, including the TV special and the Thanksgiving Day float.