Macy?s is gearing up for its annual Independence Day fireworks display with a live stream on Periscope providing a behind-the-scenes look at how the show is put together.. 

On July 1, Macy?s tweeted a link for users to view a live broadcast of a walk through of the work it takes to create the fireworks show. Viewers were greeted by a crewmember located on the barge that the fireworks send off from.

The department store chain is known for its elaborate fireworks show on July 4 in New York, also broadcasted live on NBC. This year the retailer is ramping up awareness for the show and its Independence Day sales by taking fans live behind the scenes as crewmembers prep the barge for the extravagant display. 

During the live stream, the worker took fans on a tour of the barge to meet other crewmembers discussing what it takes to get the show up and running. For instance, viewers were able to see the technology that sends the fireworks up in the air. 

A timing mechanism is programmed to send each individual explosive up during its allotted time slot. The fireworks themselves were also showcased, as one worker explained that one particular large firework is sent into the air as a wick is burned inside the large shell, eventually leading to the explosive which bursts open the casing during a performance by Gloria Estefan. 


A Macy's Fireworks representative walks viewers through the barge via Periscope

The show will feature a wide range of music artists and celebrities such as Dierks Bentley, Kelly Clarkson, Flo Rida, Brad Paisley and Ed Sheran. A brand new song by Gloria Estefan will be debuted live during the performance as well. 

Macy?s Fireworks display will coincide with its current American Idols campaign, which encourages social media users to showcase their American summer through various social platforms, while donating funds to the Got Your Six non-profit organization (see more). 

The department store is focusing the performance on all things patriotic to celebrate the anniversary of the United States bringing Americans together. The retailer is also hoping to drive sales of its July 4 deals and specials, one of the most anticipated retail weekends of the summer. 

Macy?s is not the only brand to use the marketing leverage of live streaming applications. More and more brands are implementing these apps into their marketing strategy as it opens the door for a more personal connection to consumers.

For instance, E Online took a similar route by bringing its celebrity interviews into the live-streaming realm with Periscope in an effort to further expand its audience and create a more personalized relationship with viewers on mobile (see more).

Final take
Brielle Jaekel is editorial assistant at Mobile Marketer