First-ever 360 livestream with e-commerce integration

After making history in 2016 by bringing Macy's Thanksgiving Day Parade in 360 video—and winning a Shorty Award for it—, Verizon, NBC, and YouTube partnered again in 2017 to take the 360 broadcast one step further. 

Users that tuned in during the livestream were encouraged to stick around to unlock exclusive offers, creating an incentive to follow the parade on their phones.