'Play Melbourne Live' Provides a Peek at the City Through Periscope
Laura McQuarrie — January 8, 2016 — Marketing
References: playmelbourne.au & wersm
'Play Melbourne Live' is a new campaign out of Australia that's described as a game that anyone in the world can play through Periscope.
In Melbourne, citizens carry around a 3D-printed ball with a slot for a smartphone, enabling them to take people on the world on a tour of their beloved city. Once this resident is finished sharing what makes Melbourne great to them, they are able to "pass the ball" to another person, so the #PlayMelbourne journey continuously goes on in real-time via Periscope.
Considering that countries pour millions of dollars into travel and tourism incentives in order to attract newcomers to certain destinations, this campaign provides an alternative that's powered by the low cost, authenticity and ease of social media.
In Melbourne, citizens carry around a 3D-printed ball with a slot for a smartphone, enabling them to take people on the world on a tour of their beloved city. Once this resident is finished sharing what makes Melbourne great to them, they are able to "pass the ball" to another person, so the #PlayMelbourne journey continuously goes on in real-time via Periscope.
Considering that countries pour millions of dollars into travel and tourism incentives in order to attract newcomers to certain destinations, this campaign provides an alternative that's powered by the low cost, authenticity and ease of social media.
Trend Themes
1. Livestreamed City Tours - Livestreamed city tours provide an immersive and real-time travel experience through social media.
2. Gameification of Tourism - 'Play Melbourne Live' gamifies city tours by allowing residents to showcase their favorite spots and attractions to a global audience.
3. Collaborative Travel Experiences - The #PlayMelbourne campaign promotes a collaborative and continuously evolving city tour experience through the passing of a 3D-printed ball.
Industry Implications
1. Travel and Tourism - The travel and tourism industry can leverage livestreamed city tours to attract visitors with an interactive and authentic experience.
2. Social Media - Livestreamed city tours create new opportunities for social media platforms to engage users and provide unique travel content.
3. Technological Innovations - The integration of 3D-printing, smartphones, and live streaming technologies presents disruptive innovation opportunities in various industries, including manufacturing and telecommunications.
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