A virtual Macy’s Thanksgiving Day Parade will be held alongside the real one this year, the first-ever to take place in the Metaverse.
The famous department store is keen to get the younger, digitally savvy fans excited about the event.
This Thanksgiving, Macy’s chose to hold a scaled-down version of its world-famous Thanksgiving Day Parade on the OnCyber platform. The balloons featured in the metaverse parade come from designs made available in the store’s NFT collection from the 2021 parade. The activation will also include NFT galleries from five creators as well as an online vote for visitors to decide which design will be turned into a real-life balloon for next year’s parade throughout New York City.
Macy’s tested the concept with a series of NFTs it issued around its sponsorship of the Fourth of July fireworks earlier this year, as well as a separate project tied to the 2021 parade, and now Will Coss, executive producer of the parade, said these previous successes inspired the brand to delve further into technologies under the banner of the next iteration of the internet or Web3.
“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.
The virtual parade will kick off at 9 a.m. Eastern time on Thanksgiving Day through the Macy’s website. It can be accessed on desktop or mobile without the need for a log-in ID, crypto wallet, or virtual reality headset.
Macy’s will sell virtual gallery pass NFTs in the experience for $50 each, proceeds from which will be donated to the Big Brothers Big Sisters of America nonprofit. NFT designers showing off work in the event include Boss Beauties, Cool Cats, gmoney, SupDucks, and VeeFriends.