Live Extensions: Macy’s Takes Thanksgiving Parade On Tour - Event Marketer

Live Extensions: Macy’s Takes Thanksgiving Parade On Tour

The Macy’s Thanksgiving Day Parade is seen live by three million people in New York City and tens of millions more on TV each year. But the retailer just launched a mobile marketing initiative that for the first time will give people outside of the Big Apple a chance to interact with elements of the iconic event.

Following its first stops in Detroit Schaumburg IL and Cleveland the Macy’s Parade-on-Parade will bring two 18-wheelers to shopping malls in 19 markets plus an appearance in NYC for a pre-parade setup on Thanksgiving eve. In several markets the events might help the retailer connect with shoppers at a time when parent company Federated Department Stores is converting former May Co. stores to the Macy’s brand but Amy Kule producer-Macy’s parade and annual events told Buzz the initiative was to mark the parade’s 80th anniversary. “The timing with the conversion was just a great coincidence ” she said.

At the events consumers can pose as balloon handlers float escorts or clowns in green-screen photos; learn how parade balloons and floats are made; view a multimedia history of the parade; and try their hand at handling an actual balloon from the parade. Kule said she expects thousands of consumers to visit at each stop; the company is contacting schools and youth organizations to help drum up interest. Agency: Mobility Resource Associates St. Clair Shores MI.


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