Twists & Turns | Melbourne Writers Festival 2014
Our solution
We hid iBeacons down the City's famous laneways and developed an App to recognise your every twist and turn. Then we commissioned local Festival writers to create a giant choose-your-own-adventure story set on the city grid. Whichever way you turned, the story changed with you.
Our challenge
With speakers like Dave Eggers and and (Sir) Salman Rushdie on the program, Melbourne Writers Festival didn't need to advertise. But they had a problem. Beyond the big names, guests weren't engaging with the local speakers. They wanted to hero hot young Melbourne writers.
Every nerd knows Melbourne Writers Festival comes right after Melbourne Film Festival. So we made a fun 30” cinema ad to sell the Twists & Turns experience to moviegoers.
We spun that out into a clever little interactive video with multiple endings. So you could choose your own adventure on YouTube.
