State tourism organisation, Visit Victoria’s (@Melbourne) Play Melbourne campaign challenged tourists to explore the city with the notion that the more curious you are, the more you will be rewarded. For the campaign’s final iteration, Play Melbourne Live, it turned to Periscope for one last fun-seeking frolic through @Melbourne.
Visit Victoria mounted an iPhone within a specially designed ball to emphasise the “play” in #PlayMelbourne. As the campaign progressed, the ball travelled around Melbourne via a designated host, providing an insider perspective of locals, locations, and huge events alike. From the best cafes and hidden rooftop gardens to the @AustralianOpen tennis championship and @VAMFF fashion festival, the ball provided watchers with a true immersive @Melbourne experience. Visit Victoria used Promoted Tweets to pre-promote the live stream and build awareness of the campaign, Periscope for live broadcasts, and Promoted Video to showcase highlights from the live stream and complementary PR videos. To reach out to a wide audience, the brand used interest targeting around arts and culture, comedy, drama, and music, event targeting on events attended by the ball, and @username targeting on popular personalities.