Department store chain Macy's has been promoting its annual Independence Day firework display in New York with a behind-the-scenes tour hosted on livestreaming app Periscope.
The livestream walked viewers through the logistics necessary to create the brand's elaborate fireworks show, which is broadcast live on NBC annually. Over the course of the livestream, a Macy's representative introduced followers to crewmembers working on the barge that the pyrotechnics are launched from, and the technology used to time and launch the fireworks.
In addition to building up anticipation for the brand's 4 July show, the live-stream is aimed at driving sales for the chain's special deals and offers over the weekend, which is typically one of the busiest of the summer for American retailers.
This year will mark the chain's 39th annual firework display, and is the nation's largest Independence Day pyrotechnic display, launched from two locations on New York's East River.
"Macy's 4th of July Firework are the nation's premiere Independence Day celebration and we are thrilled to once again bring the City of New York a front row view to this one-of-a-kind nationwide spectacle," said Amy Kule, executive producer of Macy's 4th of July Fireworks. "With two locations, firing 1,600 shells per minute, this year's show will cover a large stretch of the City's famed skyline with incredibly vibrant colour and fantastic effects."