In 2018, NBC and Verizon partnered together to livestream the parade in 360°, giving viewers a one-of-a-kind viewing opportunity.

Viewers were encouraged to explore an immersive Virtual Reality experience with unique vantage points throughout the parade—and where AR balloons let them explore the legacy of iconic characters from the parade’s 92-year history and relive those nostalgic, landmark years.

Through the experience, Verizon was able to recreate the magic of the parade for millions of viewers at home, from 1924 to present day, generating brand love and reaffirming Verizon’s position as a leading innovation company in the process.

The Macy’s Thanksgiving Day Parade has been an American tradition since its inception in 1924. But at a time when digital devices have disconnected people from each other, people needed a reminder of what brings them together.

This year’s parade presented the rare opportunity for technology to actually bring families closer.

The brief:

Get: millions of at-home viewers

To: feel more connected to the parade than just watching on TV

By: creating a new spin on a classic tradition.

The objectives:

- Broaden exposure: last year 8 million people tuned in to Verizon’s coverage of the parade. This year, we had to beat it

- Deepen positive engagement: Own #1 Share of Voice during the parade and increase positive sentiment year/year

- Drive sales: The Thanksgiving Day Parade was the cornerstone of Verizon’s Black Friday/Cyber Monday campaign, one of the most important sales periods of the year.

Throwback Thanksgiving

Celebrating memories of years past through a new lens.

Eight 360º cameras brought epic views. We built five throwback floats in augmented reality. Two celebrity hosts kept us entertained. A live tweet board got people at home involved. And early access to sweet tech deals hooked viewers up.

With 360º cameras streaming in 4K planted along the parade route, Verizon gave viewers across the country (and regardless of carrier) a better way to watch: Our YouTube livestream offered a perspective unlike anything they could experience in-person or on the traditional broadcast.

We built augmented reality versions of the most iconic balloons of the past 92 years, and complemented them with AR billboards and on-screen factoids. Our two celebrity hosts kept the energy high during the stream, and created conversation on social media.

- Broaden exposure: 10.5 million viewers tuned in to the livestream, an increase of 16% over last year. Viewership for the TV telecast, by comparison, fell 2% vs 2017

- Deepen positive engagement: 92% Share of Voice; 3,900+ mentions; 62% Positive Sentiment, 107% higher than the 2017 parade

- Drive sales: The campaign generated a 12% lift year-over-year in gross adds and upgrades, exceeding forecast by 20%