Macy's Thanksgiving Day Parade is getting the 360-degree treatment.

Verizon is sponsoring a live-stream by NBC of the iconic parade that will be shot in 360-degree video, a format that allows viewers to pan in any direction as they watch. Footage will be assembled from 360-degree cameras positioned along the parade route.

The stream, on Verizon's YouTube page, begins at 9 a.m. on Thursday, hosted by Marlon Wayans and Olivia Culpo. NBC will air traditional coverage of the parade on TV as usual.

While there won't be any commercials interrupting the stream, it will mention Verizon's sponsorship throughout. There will also be demonstrations of the Google Pixel phone, which is only available with a Verizon connection, and Google's new virtual reality headset Daydream.

The 360-degree stream will be promoted during NBC's parade telecast, in ads running across NBCU's portfolio of TV networks and digital outlets and on social media.