Macy's Day Parade creates first mobile app to provide spectators real time information.

Macy's Thanksgiving Parade has launched its first official mobile app powered by MyCityWay. The app, available now for iOS and Android, gives spectators access to a route map, a list of participants, the line of the march (apparently only available on the day of the parade), and practical travel and tourism information.

The 85 year old annual New York City tradition has now integrated itself in the new mobile landscape by creating helpful branded utility. The launch of the brand's app comes just after this fall's debut of Macy's Believe-o-Magic app, an in-store AR app that allows patrons to pose for Holiday cards alongside virtual characters.

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