First-ever live VR broadcast
For the first time, fans had the opportunity to experience virtual reality in a live environment. Verizon, NBC, and YouTube combined their technological expertise to bring the 90th Macy's Thanksgiving Day Parade to mobile devices and homes around the country.
Eight 360-degree cameras along the parade route gave consumers viewers never-before-seen access to the parade and iconic views of New York City. Marlon Wayans and Olivia Culpo guided fans through the broadcast, demonstrating how to turn your phone into a virtual reality camera. Verizon also debuted its first 360-degree advertisements in virtual reality.
Facts & Figures
- Garnered 1.29 million live viewers on YouTube, surpassing the platform's expectations by more than 60%
- Increased purchase intent 120% and 440% on Facebook & Twitter, leading to the highest click-through rate on holiday offers for Verizon to date
- Earned coverage across Time, Variety, CNet, Mashable, Engadget, Advertising Age, and more
- Won Shorty Award for "Live Event Coverage" and named finalist for 360 video content
Andrew Elliott
