Macy’s Thanksgiving Day Parade App by MyCityWay, Live Social TV content powered by zeebox and Parade Pop-Up Shops are set to bring fans closer to the spectacle

NEW YORK--(BUSINESS WIRE)--Nov. 15, 2012-- 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 76^th 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.

The 86^th Annual Macy’s Thanksgiving Day Parade kicks-off the holidays on Thursday, Nov. 22 at 9 a.m. For more information on the Macy’s Thanksgiving Day Parade, please visit www.macys.com/parade or call the Parade hotline at 212-494-4495.

(EDITOR’S NOTE: Macy’s Parade Multimedia News Materials including images, B-roll, press releases, maps and more are available at www.magicbulletmedia.com/MNR/MacysParade)

About MyCityWay:

Founded in December 2009, MyCityWay, based in New York City, is a mobile tech company that produces self-learning, highly personalized mobile interfaces and apps that guide residents and visitors through their daily experiences in the city. Today, the company’s apps service has grown significantly connecting with millions of consumers in over 85 cities around the world. MyCityWay’s enterprise mobility platform delivers unique mobile apps and targeted engagement for major brands in media, auto, travel & hospitality, and events. For more information visit our website www.mycityway.com.

Photos/Multimedia Gallery Available: http://www.businesswire.com/multimedia/home/20121115006416/en/

Source: Macy’s

Macy’s
Orlando Veras, 646-429-7450
Orlando.Veras@macys.com
or
Holly Thomas, 646-429-5250
Holly.Thomas@macys.com