Keep it real with live-stream video.
Visit Victoria wanted its audience to see the real Melbourne — no filters, no editing. With the real-time, live element of Periscope, viewers knew that they were seeing true experiences from the Periscope broadcasts. Followers were asked to contribute opinions, share the broadcasts, and vote on activities to further this impression.
Boost efficiency with high-quality content.
High-definition video was filmed alongside the Periscope footage to ensure the content could be used beyond Periscope on multiple digital platforms, including the Play Melbourne Live website, to maximise its reach.
Engage key influencers to increase reach.
Visit Victoria enlisted a range of local and international celebrities to get involved in the live broadcasts. Each celebrity influencer brought their own audience into reach of the Play Melbourne campaign.