Macy?s creates mobile interactive audience experience for July 4 fireworks
Macy?s will introduce a new mobile activation for its annual fireworks display on July 4, enabling attendees to sync their phones to the explosions in the sky.
Those watching the fireworks display in person in New York or on television can be a part of the experience as they watch their phone screens change colors along with the explosions. The interactive audience experience is available through the Makelight application.
?With the Makelight app, we are for the first time, giving spectators an opportunity to be part of the show, by synching their mobile devices to the explosions in the sky,? said Orlando Veras, director of national media relations at Macy's. ?It is essentially a digital fireworks show in your hand.
?As the fireworks commence, the screen will change colors in tandem to the design of the aerial display,? he said. ?The app will also stream the musical score to which the show is choreographed.
?With handheld digital fireworks and musical accompaniment, we are giving the more than three million spectators that line the shorelines of New York City and millions more watching from home, a tangible way to share in the celebration and become part of the fortieth anniversary of Macy?s 4th of July Fireworks.?
Part of the crowd
Attendees at the Macy?s fireworks display can open the Makelight app on their phones, select the event and hold their phone up in the air to join others in the crowd in the interactive experience.
The app will also stream the music that the fireworks are choreographed to.
Macy?s has been sponsoring the fireworks in New York for 40 years.
This year?s event will be the largest display in more than a decade with more than 56,000 effects and will cover two locations on the East River in New York. The event typically attracts more than 3 million spectators in Manhattan, Queens and Brooklyn as well as tens of millions of TV viewers nationwide, making it the largest Independence Day celebration, according to the retailer.
The Makelight app experience continues the theme by putting light into the hands of revelers.
Interactive engagement
The Makelight integration reflects how Macy?s continues to experiment with new mobile strategies as it looks to drive consumer engagements.
Earlier this year, Macy?s put the spotlight on consumers for its spring line promotion by featuring user-generated social media content on billboards, in a reflection of the retailer?s new strategy to place a bigger focus on personalization (see story).
?Macy?s is always on the lookout for ways that we can enhance the spectator experience around our world-famous events,? Mr. Veras said. ?As new technologies or apps are developed, we look to incorporate them to bring another layer of entertainment to our audience.
?Mobile continues to be an important aspect of our marketing strategy for the Macy?s 4th of July Fireworks,? he said. ?From digital ads to our mobile enabled Macy?s Fireworks Web site, we will leverage a host of mobile elements to promote the show.
?The inclusion of the Makelight app in our mobile strategy adds a new level of consumer interactivity to the milestone anniversary of this internationally renowned event.?