This year, a virtual version of the Macy’s Thanksgiving Day Parade will be held along with the real one. This is to get younger, more tech-savvy fans interested in the event.
The department store is starting a small parade through the streets of an online world hosted on the OnCyber platform. The activation will also have NFT galleries from five creators, and visitors will be able to vote on one design that will be made into a balloon for next year’s real-life parade through midtown Manhattan.
The activation comes after the department store gave out a series of non-fungible tokens (NFTs) earlier this year in connection with its sponsorship of the Fourth of July fireworks and a separate project related to the 2021 parade.
Will Coss, who is in charge of the parade, said that the success of the last collection made the brand want to explore more technologies under the banner of Web3, which is what some people call the next version of the internet.
“As we count down to the 96th Macy’s Parade, we are excited to bring this spectacle once again to the Web3 virtual landscape with a fun experience that empowers our fans, collectors and our highly engaged Discord community,” Coss said in a statement.
On Thanksgiving Day at 9 a.m. Eastern Time, the virtual parade will start on the Macy’s website. It can be used on a computer or a phone, and you don’t need a login ID, a crypto wallet, or a virtual reality headset to use it.
The balloons in the metaverse parade are based on ones from the 2021 parade that were sold in the store’s NFT collection.
In the experience, Macy’s will sell virtual gallery pass NFTs for $50 each. The money from these sales will go to the nonprofit Big Brothers Big Sisters of America. Boss Beauties, Cool Cats, gmoney, SupDucks, and VeeFriends are some of the NFT designers whose work will be shown at the event.
Brands of all kinds have been trying out the metaverse as a way to get younger people interested in what many people see as a new digital medium on the rise. But some brands have also started to rethink how they use NFTs, putting more emphasis on loyalty rewards and links to real-life experiences. This is because sales have been going down in the market as a whole.
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