Interactive Holiday March: The 86th Annual Macy’s Thanksgiving Day Parade® Adds New Interactive Elements to Enhance the

  Interactive Holiday March: The 86th Annual Macy’s Thanksgiving Day Parade®
  Adds New Interactive Elements to Enhance the Spectator Experience for Fans
  Live in New York City and Nationwide on Television

   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

Business Wire

NEW YORK -- November 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 th ...

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

                              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.


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 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

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 or call the Parade hotline at

(EDITOR’S NOTE: Macy’s Parade Multimedia News Materials including images,
B-roll, press releases, maps and more are available at

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

Photos/Multimedia Gallery Available:



Orlando Veras, 646-429-7450
Holly Thomas, 646-429-5250
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