Macy's strategy of building a separate parade app pays off

11/25/2012 | Adweek

Macy's strategy of creating a separate application to promote its Thanksgiving Day Parade paid off as it reached the top 25 in the iTunes store's Entertainment category. This year, partner MyCityWay added a "Watch at Home on NBC" second-screen feature to the app, which included a live video stream from traffic cameras along the parade route and an "Elf-O-Matic" augmented-reality feature to promote social sharing.

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