10. Case Study: Why? www.latergy.com [email_address] (646)290-0453 "Macy's Backstage Pass is the next generation of our celebrity designer brand campaign, and the newest way to deliver purposeful and useful content to our customers direct to their mobile device. Now our customers can receive fashion advice from Tommy Hilfiger or make-up tips from Bobby Brown, all while standing within their departments in our stores. The feedback from customers has been extremely positive, and from a PR perspective, Macy's continues to get great credit for our innovative and customer-friendly trial of new technologies." Holly Thomas VP, Media Relations & Cause Marketing - National Macy's