Singapore by Stream - Week 2 Blog post
I chose this article because I was browsing advertising and marketing news and it really popped out to me as a fresh approach to advertising and a really interesting idea.
Singapore by Stream is a campaign launched last month by the Singapore tourism board. Amidst the pandemic it's harder than ever to generate tourism revenue for cities that are hot destinations. Singapore’s tourism board decided to take advantage of the online live-streaming platform twitch, popular among people who livestream games or other creative works, to take people on virtual tours of the city. The premise is that a taxi driver who knows the city better than anyone will do a two hour livestream and viewers will get to interact and tell the cab driver where to go and what they want to see. Singapore by stream is giving people the unique opportunity to explore Singapore from the safety and comfort of their home. Other aspects of their campaign include social media and influencer collaborations to promote it. The video ad focuses on a taxi driver walking up to his cab and getting in, then starting a stream as the messaged from excited viewers float onto the screen. It’s moody and lit with many neon lights almost giving off a cyberpunk effect, mixed with beautiful shots of the city.
Singapore tourism Vice President is quoted saying to ‘The Drum’ that “Singapore’s brand story is kept ongoing by finding creative solutions and possibilities for any challenges.” I think this is a great quote to embody Singapore tourism’s value proposition, they are creating a unique and fun interactive experience for people that they won’t be able to get elsewhere, in a time when doing the real thing is risky to downright impossible. This is really a great example of a purple cow situation, this story stood out to me, and I’m sure that its uniqueness of the way they approached this challenge will stand out to many others, both those who are interested in exploring new cities and other tourism boards looking to boost people interested in visiting even in times like these.
I think this is a great approach for a marketing solution to the challenges that tourism faced during the pandemic, it’s fun and interesting and in collaboration with twitch and social media personalities I think this is a win win situation for everyone involved. In doing this research It really cemented the importance of the purple cow method, as well as how important it is to stay up to date and find ways to interact with new or popular forms of social media where others may not think to be advertising.
The Drum article: https://www.thedrum.com/news/2021/03/25/behind-singapores-twitch-taxi-livestreams-aim-inspire-future-travel
Adweek Article: https://www.adweek.com/social-marketing/singapore-by-stream-takes-twitch-viewers-on-a-taxi-tour/
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