Verizon 360 Live
Macy’s Thanksgiving Day Parade
The Situation:
The Macy’s Thanksgiving Day parade has been an American tradition since its inception in 1924. And since 2016, Verizon has partnered with NBC to livestream the parade in 360, giving viewers a one-of-a-kind opportunity to watch the parade.
The assignment
In 2017, we got 8 million people to tune into our live stream. This year, let’s beat it.
Strategic Approach
Celebrating memories of years’ past through a new lens.
Some things stay the same — getting together with friends and family for Thanksgiving, family gossip, eating too much, and of course, watching the Macy’s Thanksgiving Day Parade. But some things change. Families no longer share the experience of gather around the TV, instead opting for more individual experiences.
To break through, we needed to connect the experiences we share with how we experience them.
Creative Idea:
Throwback Thanksgiving
92 years ago, 250,000 people lined the streets of New York to watch the inaugural Macy’s Thanksgiving Day Parade
86 years ago, the parade was first broadcast on local radio stations
And ever since 1948, millions of American households have tuned in, hoping for a glimpse of their favorite balloon
Each year has felt magical. But each in its own special way.
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.
Never been done before, we 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.
Results
10.5 million viewers, a 16% increase over last year
92% Share of Voice, 3,900+ mentions, 62% positive sentiment. 107% higher than the 2017 parade
Awards
2019 Webby Winner - Events & Live Streaming
Nominated for Emmy - Outstanding Interactive Media for a Daytime Program
