The Macy’s Believe campaign is about the power of letters and the magic of the holidays. When kids and parents went to mail their letters to Santa at Macy’s, they could bring the characters from the new holiday classic “Yes, Virginia” to life. By downloading the Macy’s Believe-o-Magic app and pointing the camera at special markers at Macy’s stores, kids were able pose for holiday photos with their favorite characters through the magic of augmented reality. Developed in partnership with Metaio.