Tourism Victoria has taken its Remote Control Tourist idea to a more social level, turning to live streaming platform Periscope to help entice visitors to Melbourne.
The new Play Melbourne Live campaign has been gamified by using a ball embedded with a smartphone which is streaming on Periscope.
It is meant to be passed around by Melburnians, giving tourists the chance to get guided tours of the city, and interact with the hosts in real-time by asking questions through the Twitter-powered platform.
It is the final phase of the five year Play Melbourne campaign, which has seen the tourism body experiment with different technologies to showcase the city, including the heavily-awarded Remote Control Tourist campaign.
That campaign allowed prospective tourists to see the city through the eyes of four tour guides and get them to do things including make pizza and find secret gigs by making requests via social media.
Nick Foa, Tourism Victoria’s CEO, said: “Melbourne’s creativity and innovation is equal to the great cities of the world. This can be witnessed through its people, places, neighbourhoods and events.
“The Play Melbourne concept seeks to overcome Australia’s perception of over- familiarity with Melbourne by challenging curiosity, while at the same time providing global audiences with a taste of the cultural and creative heartbeat of the city.”
The ball is made from a lightweight cork substance by the coincidentally names Periscope Studios, and the blueprint has been made available online with other cities encouraged to join in the game.
Clemenger BBDO Melbourne Interactive Creative Director Ben Keenan said: “Periscope gives us a nimble way to show people anywhere in the world some of the most interesting, hidden and normally restricted areas in Melbourne.
“The ball itself is a work of art and creates intrigue amongst all who see it – not unlike Melbourne itself. Play Melbourne Live is a first for the tourism industry and we’re so excited for Tourism Victoria,” he said.
To view the campaign, download the Periscope app and follow @Melbourne and visit www.playmelbourne.com.au
Credits
Group Manager Brand Strategy & Advertising: Nicole Bradley
Manager, Melbourne Marketing : Charles Deuchrass
Manager, Advertising & Media Services: Fiona Ive
Clemenger BBDO
Creative Chairman : James McGrath
Executive Creative Director: Ant Keogh
Interactive Creative Directors: Ben Keenan and Chris Jovanov
Senior Digital Producer : Nathan VanderByl
Executive TV Producer : Sonia von Bibra
Senior TV Producer : Lisa Moro
Group Account Director : Jonathan Pangu
Senior Account Director: Paige Prettyman
Account Manager : Rebecca Orlandi
Strategic Planners : Matt Kingston and Sam Hodgson
Digital Design : Jess Ramsey
Studio Periscope
Industrial Designers : Lisa Oaten and Robert Sim
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