Dive Brief:
- Macy’s will find out how many people click through its promoted Twitter moments to see clips from its annual Thanksgiving Day parade and related content.
- The Twitter moment will headline throughout the day on Twitter, featuring exclusive behind-the-scenes footage, live shots from the street, and historical stills going back to the parade's beginnings in 1924.
- This year’s Thanksgiving Day parade is expected to attract more than 50 million viewers on traditional broadcast media.
Dive Insight:
Macy’s will use Twitter’s new “Moments” feature to offer users a comprehensive second-screen experience of the annual Macy’s Thanksgiving Day Parade tomorrow. With storytelling as its main goal, the chain will offer behind-the-scenes footage of parade preparations, stills from the parade’s long history and a variety of additional content exclusive to the Twitter feed.
Macy’s has used its flagship parade to explore the social media before, last year sponsoring a live feed from the parade on Snapchat. More than 50 million viewers worldwide are expected to tune their TVs to the broadcast, and the majority will have second screens available.
At an estimated cost of about $200,000 per day, Macy’s Twitter Moment will be a steal compared to 30 seconds of airtime on live TV if it attracts even tiny portion of the network’s more than 60 million users in the U.S. And it should place the brand solidly top-of-mind with early-bird shoppers on Turkey Day when its stores open at 6:00 p.m.