Macy’s Thanksgiving Day Parade App allows viewers to interact with the parade in real time. The app, developed by MyCityWay, lets users follow the procession of floats down city streets by tapping into traffic cameras along the route. The Elf-O-Matic feature allows spectators to transform themselves into an Elf balloon and share the experience with friends. Macy’s is also partnering with zeebox to present the parade on second screens. The free app allows viewers to watch the parade on mobile devices and also features behind-the scenes parade content.