Macy's Thanksgiving Parade App More Than a Trial Balloon

Interactive features draw growing mobile audience


It's kind of surprising to learn that Macy's has created—for the second consecutive year—a dedicated mobile app for its Thanksgiving Day Parade instead of simply plugging features into its existing app. After all, wrangling up users requires creating awareness and getting consumers to download yet another app for a one-day event.

But as of Wednesday morning (Nov. 21), the parade app was ranked No. 25 in Apple's iTunes store for the Entertainment category.

"We had more than 40,000 downloads leading up to the parade [last year]," said Steve Rowe, chief revenue officer at MyCityWay, a New York-based tech company that facilitates the parade app's backend.

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