Blink:

Christmas is just a few days away.  Do you believe in Santa?  Macy’s does!

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I am an advocate of hybrid marketing – a blend of classic marketing combined with the collaborative, interactive tools of Web 2.0.  Accordingly, hybrid marketers understand that in order to best communicate with their target market, they need to employ combined marketing tools and pinpoint their brand’s MTP (Multiple Touch Points).  Macy’s is a noteworthy example of a great hybrid marketing organization.

For the last nine years, Macy’s has been utilizing the “Believe” campaign for their holiday season marketing push.  One key element is they have been partnering with the Make-A-Wish charity where they donate $1, up to $1 million for every letter to Santa they receive.  This year they implemented the Santa Project, a social media movement asking consumers to post Santa belief related photos, messages or videos on Twitter, Facebook, Instagram or YouTube – #Santa Project.

Do you believe?