The nation’s most cherished holiday spectacle goes interactive, as the
Macy’s Thanksgiving Day Parade® launches a host of
initiatives to bring fans closer to the magic this November. From a
dedicated App by MyCityWay to its partnership with zeebox and to the
launch of Pop-Up Shops, the Macy’s Parade is set to give fans new ways
to experience America’s Parade.
The 86th Annual Macy's Thanksgiving Day
Parade App, powered by MyCityWay will debut a new feature that allows
fans to make themselves into a Parade Elf balloon. (Photo: Business
Wire)
“The Macy’s Parade has always been about creating magical experiences
that touch millions of spectators,” said Amy Kule, executive producer of
Macy’s Thanksgiving Day Parade. “This year, in addition to an amazing
line-up of balloon characters, floats and performers, spectators in New
York or in homes nationwide will be able to join the fun and become a
part of the spectacular. Whether it’s through our enhanced mobile app,
the up-to-the minute behind the scenes content and interactivity of our
new social television platform on zeebox, or the opportunity to take a
piece of the pageantry home from our new Pop-Up Shops, this year
spectators have fun new ways to enjoy this national tradition.”
PARADE APP-TITUDE
Parade fans can kick-off the multi-platform social experience by
downloading the free Macy’s Thanksgiving Day Parade App, powered by
MyCityWay. The app, developed for iOS and Android devices, will give
live spectators and viewers nationwide the chance to interact with the
march in real time. From the ability to follow the procession of
elements through the streets of the city to the opportunity to tap into
traffic cameras along the route for a bird’s eye view or even the chance
to add themselves to the line-up via the exclusive Elf-o-matic feature,
which allows fans to transform themselves into an Elf balloon and share
their high-flying debut with friends; the app is a one-stop destination
for all things Macy’s Parade. Available now, with an additional update
for the Elf-o-matic feature slated to hit before Thanksgiving, fans can
download it from the iTunes App store or from Google Play.
INFLATE THE SPECTACLE AND TAKE HOME THE MAGIC
Before the Macy’s Parade takes to the streets, the star attractions must
come to life at Macy’s Balloon Inflation. From 3 p.m. to 10 p.m. on
Wednesday, Nov. 21, the Parade’s signature balloons will come to life as
the Macy’s (NYSE:M) team inflates the giants in preparation for their
Turkey Day flights. This year, to celebrate this Thanksgiving eve
spectacle, the first-ever Macy’s Parade pop-up shops will sprout at the
school yard of P.S. 334/The Anderson School. Fans in New York City can
enter via West 76th Street near Columbus Avenue to shop for
collectible Macy’s Parade merchandise including apparel, toys, unique
Parade-themed tablet covers and even emergency clown noses, for those
goofy moments when a red nose is most in- need.
SECOND SCREEN / BIG PICTURE
The Parade of magic will reach even more screens this year as Macy’s
partners with zeebox to bring an exclusive content experience to second
screens everywhere. While the spectacle unfolds on the NBC-TV national
broadcast, zeebox app users will have relevant Parade content presented
to them in real-time on their second screens. The experience is
available for iPhone®, iPod® Touch, iPad®
and Android devices or at zeebox.com. The free app serves as the TV
viewer’s ultimate sidekick, pulling relevant behind-the-scenes Parade
content from various sources while they watch. Viewers can also invite
their friends to join them to chat live during the broadcast. With
social viewing, Parade fun facts, special polls and more, zeebox makes
TV even better by allowing spectators to interact with and add their
voices to the Parade revelry.
SOURCE: Macy's
SOURCE: Macy's
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