Posted: November 24, 2014, 2:15 p.m.
by Doug Killough.
It’s Thanksgiving morning, and you wake up to the savory aroma of a full feast being prepared in the kitchen. It’s a cool, crisp day, and you and your family gather around the TV to indulge in the joy that is the Macy’s Thanksgiving Day Parade.
For families watching at home or on the streets of Manhattan, the Macy’s Thanksgiving Day Parade is about tradition and memories. But for participating brands, the parade is much more than that. It’s brand recognition; it’s publicity; it’s exposure.
With 16 balloons, 27 floats and three balloonicles that travel 2.5 miles through Manhattan, the Macy’s Thanksgiving Day Parade is an opportune time for brands to gain publicity. More than 3.5 million people line the streets to watch the Thanksgiving tradition, while another 50 million tune into NBC to watch from afar.
Not only is it good public relations for participating brands but also for Macy’s. When you think of Thanksgiving Day, you probably think of the parade; and when you think of the parade, you inevitably think of Macy’s Department Store.
After 88 years, how does Macy’s keep up with the evolving world? Check out its website and you will see. Macy’s website allows guests to see the parade route, parade history, games and a live Twitter update. Need more proof it’s keeping up? Check out its mobile app. The mobile app allows users to stay updated on parade information, create their own parade balloon and learn fun facts about each balloon and float.
For effective branding, it is important for companies to evolve with trends. Macy’s does just that, along with every other brand participating in the Macy’s Thanksgiving Day Parade. So this Thanksgiving, while you are watching the famous parade, think of how many brands you will recognize. Macy’s has a strong brand presence — having a parade certainly helps — and each brand that rides along also benefits.