Google France has launched a mobile-first interactive campaign inviting people to explore Paris during “Les Heures Magiques“, created with 72andSunny Amsterdam. To access the program, check out the link using mobile. Adweek notes:
For 31 nights, the interactive, mobile-first campaign will invite Parisians—and tourists—to rediscover the City of Light with a variety of after-sunset activities.
Activities include a lit-up bike ride through Paris’ darkened streets, insect-based cooking (cleverly dubbed “Crunchy Crickets”!), an underwater music show, and a neon safari, where you can tour the retro neon signs that color Paris’ bars and clubs.
More on the Magic Hours, via News Verite:
The campaign is a charming way to experience the vibrant, creative dynamism of Paris, which is often written off as a dying museum city. It’s also one in a number of recent efforts to reinvigorate interest in city activities; others include last month’s no-car day , initiated by Mayor Anne Hidalgo, and Airbnb’s Halloween sleepover sweepstakes in the Catacombs, dubbed by some as the Empire of Death . To access the program, visit the Magic Hours website via mobile, where you’ll find different activities nested within Google Maps . The mobile positioning is practical for both non-locals and townies; France has among the highest smartphone penetrations in Europe, with 81 percent of people from 18-24 carrying one , and 26 percent of 60-69-year-olds as of last year. Parisians will also see a lot of social coverage, courtesy of WeAreSocial.