HomeMacy’s Metaverse Parade Experience – Merging Reality with Imagination

Macy’s Metaverse Parade Experience – Merging Reality with Imagination

The Macy’s Metaverse parade experience was an innovative campaign merging reality with imagination, giving users an immersive experience.

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Updated: April 10, 2023
Macy's Thanks Giving day Parade

Macy’s, the American department store chain, launched its first-ever virtual parade experience, offering audiences a unique opportunity to experience the Thanksgiving Day Parade in a Metaverse.

The immersive experience included NFTs, an auction of one-of-a-kind digital collectibles, and a gallery showcasing parade floats. 

To commemorate the 96th Macy’s Thanksgiving Day Parade®, the iconic holiday extravaganza will feature five NFT projects, with the winning design transformed into a Macy’s Parade balloon for the 2023 holiday celebration.

The experience will be launched on the OnCyber Metaverse and accessible on desktop and mobile devices.

Macy's Thanks Giving day Parade

The Campaign–to Create a Memorable and Engaging Customer Experience While Promoting the Brand’s Innovative and Creative Spirit

Macy’s, the renowned US retail giant, is embracing the Metaverse to take its Thanksgiving Day festivities to the next level.

In honor of its 96th annual parade, Macy’s is debuting its first-ever non-fungible token (NFT), based on the iconic parade balloon.

In addition, the virtual parade will include NFTs from five different projects, including Boss Beauties, Cool Cats, Gmoney, SupDucks, and VeeFriends.

The Web3 experience offered by Macy’s was live via the OnCyber platform and was accessible on both desktop and mobile devices.

Notably, Macy’s previously released a genesis collection for the parade, featuring NFTs inspired by the retailer’s historic parade balloons.

The parade will feature virtual galleries from five different NFT projects, allowing fans to select their preferred creators and help bring their designs to life as a high-flying spectacle in next year’s Macy’s Parade.

The Macy’s Metaverse parade experience was an innovative campaign that merged reality with imagination.

Macy’s partnered with various technology firms to create a virtual world where audiences could experience the iconic Thanksgiving Day Parade.

The campaign aimed to create a memorable and engaging customer experience while promoting the brand’s innovative and creative spirit.

The campaign’s key elements were the NFTs gallery and auction. Macy’s offered exclusive digital collectibles for sale, with proceeds benefiting the Make-A-Wish Foundation.

The NFTs included a range of offerings, including parade floats, which fans could purchase and display on their virtual properties.

Additionally, Macy’s created a gallery that showcased the parade floats in a 3D environment.

This experience was made possible by the company’s partnership with the Metaverse platform Decentraland.

Macy's Thanks Giving day Parade

How Does This Differ From Other Campaigns in the Metaverse?

Macy’s has a long history of using innovative marketing techniques to promote its brand. However, the Metaverse parade experience is unique in several ways:

  1. It marks the company’s first foray into the Metaverse, representing an entirely new and innovative approach to marketing.
  2. Using NFTs and the auction differed from Macy’s traditional marketing approach.
  3. The campaign’s focus on social responsibility differed from previous campaigns, which focused on promoting the brand and driving sales.
Check out CNBC Television coverage on Macy’s Thanks Giving Parade

How Did the Campaign Perform?

Macy’s Metaverse parade experience was a resounding success, garnering significant media coverage and generating widespread consumer interest.

The campaign’s success can be attributed to its innovative approach to marketing and its use of cutting-edge technology to create a unique customer experience.

Marketing analysis:

  • The campaign successfully generated buzz and excitement among consumers.
  • The use of NFTs and the auction generated significant media coverage and helped to promote the brand’s innovative and creative spirit.
  • Using a Metaverse platform allowed the company to reach a broader audience and engage with younger consumers.
  • The campaign’s partnership with the Make-A-Wish Foundation helped to promote the brand’s commitment to social responsibility.


“We are thrilled to offer our customers a new way to experience the Thanksgiving Day Parade in a Metaverse while also giving back to the Make-A-Wish Foundation.” – Marc Mastronardi, chief marketing officer at Macy’s.

Macy's Thanks Giving day Parade

What Could Macy Learn From Other Campaigns in the Metaverse?

Macy’s Metaverse parade experience was an innovative and successful campaign demonstrating the brand’s commitment to creativity, innovation, and social responsibility.

The campaign’s use of cutting-edge technology, including NFTs and a Metaverse platform, helped to generate significant media coverage and engage with consumers in new and exciting ways.

The campaign is a testament to Macy’s ability to adapt to recent marketing trends and remain relevant in an ever-changing marketplace.

However, Macy could learn from other brands’ campaigns in the Metaverse, such as Game, Flipkart, and Tmall.

These retail brands successfully tapped into Metaverse by partnering with popular platforms such as Roblox and a blockchain.

They were able to reach a wider audience and make their brand one of the companies that can adapt to new marketing trends.

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