Verizon - Macy's Thanksgiving Day Parade

Creative Direction, Innovation, Content, Influencers and Strategy

Same Parade

For over 50 years families have been tuning in to watch the Macy’s Thanksgiving Day Parade. But with a parade this big, we knew the traditional TV view wasn’t enough.

New Views

A 360 livestream brought the future to this time-honored tradition by putting families in control of their views. People could swipe left, right, up, down and through history.

Inspired by #throwbackthursday we developed “Throwback Thanksgiving”, giving people a glimpse back at the history of the parade on social. And during the livestream, viewers were actually able to relive the past.

The throwback Thanksgiving addition to the livestream incorporated AR balloons from past parades. Never been done before, the AR balloons took viewers back in time to see iconic balloons from the parade’s 92 year history. The tech. The views. The surprises. It all came together to make America’s favorite traditional a little less traditional.

The Results

10.5M+ live viewers
92% share of voice
62% positive sentiment
4K+ mentions on social in 3 hours

Awards

2019 Webby Award Winner
2019 Daytime Emmy Award