A virtual version of the Macy’s Thanksgiving Day Parade will be held alongside the real thing this year as a way to get younger, digitally savvy fans excited about the event.

The department store is launching a stripped-down procession through the streets of an online world hosted on the OnCyber ​​platform. The activation will also include NFT galleries from five creators, with the opportunity for visitors to vote on a design that will become a balloon for next year’s real-life parade through downtown Manhattan.

The activation follows a series of non-fungible tokens (NFTs) the department store issued around its sponsorship of the Fourth of July fireworks earlier this year, as well as a separate project tied to the 2021 parade.

Will Cos…