Verizon: Verizon 360 Live – The Macy’s Thanksgiving Day Parade reimagined

Verizon, an American telecommunications company, generated media buzz and PR around the arrival of their 5G technology through their Thanksgiving Day campaign in the USA.

Campaign details

Brand: VerizonBrand owner: Verizon CommunicationsEntrant company: Zenith, New YorkMarket: United StatesSector: Telephone & internet servicesMedia channels: Livestreaming, Outdoor, out-of-home, Public relations, Sales promotion, Social media, Virtual & augmented reality, Websites & micrositesBudget: 10 - 20 million

Executive summary

It was the fourth year of Verizon's 360 Livestream of the annual Macy's Thanksgiving Day Parade and the holiday marketplace was more cluttered than ever. We needed to debut the arrival of 5G to consumers, however telecommunications competitors had already seeded the arrival of their 5G technology....

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