Clemenger BBDO Melbourne’s Remote Control Tourist rewrote the guide book. Now Clemenger has given Tourism Victoria a new asset – Play Melbourne Live. This lets people sample Melbourne in real time via Twitter’s new live video streaming platform, Periscope.
Play Melbourne Live is another world first from Clemenger. It’s a game played by Melbournians for the benefit of potential tourists. And Melbourne is the playing field.
A ball embedded with a smartphone is passed around by Melburnians while streaming live footage of the city via Periscope.
The people of Melbourne are the game’s players and the rules of the game are to keep the ball moving through Melbourne’s streetscapes, engaging with interesting people and capturing the city’s stories.
As Periscope is a two-way platform, it will let the audience ask questions in real time and this will guide the game play towards where, whom and what they would like to see in Melbourne. The reactions of Melburnians as they pass the ball around and share their unscripted, candid insights will amp up the power of Play Melbourne. Live to ignite the curiosity of tourists about Melbourne.
The Play Melbourne Live ball contains a Periscope/video enabled phone and is housed inside a sustainable and light cork structure, designed by Studio Periscope. An open-source template for the ball is freely available online, allowing other cities across the globe to join Melbourne’s game.
Clemenger BBDO Melbourne interactive creative director, Ben Keenan, remarked that the ball has effectively been given an Access All Areas pass.
“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.”
Clemenger will launch the Play.Melbourne.Live games throughout December and January, hosted by local Melbourne Periscope star, Adam Cinemre. He will take viewers behind the scenes at some of Melbourne’s best landmarks, including exclusive access to the Andy Warhol/Ai Weiwei exhibition at the NGV and The Australian Open.
This is the final phase of Tourism Victoria’s hugely successful five-year Play Melbourne campaign.
Nick Foa, Tourism Victoria’s chief executive officer, stated, “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.”
Check it out: Download the Periscope app and follow @Melbourne then visit the Play Melbourne website to view.
Credits:
Agency: Clemenger BBDO
Creative chairman: James McGrath
Executive creative director: Ant Keogh
Interactive creative directors: Ben Keenan & 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 & Sam Hodgson
Digital design: Jess Ramsey
Studio Periscope:
Industrial designers: Lisa Oaten & Robert Sim
