PLAY NZ is the world’s first gameplay walkthrough of the real world, where you can experience the best of New Zealand in the style of a video game.
With gaming usage having surged by over 75% since March, we recognised there was a growing number of people craving new experiences, exploration and most of all a sense of fun and adventure.
What better way to showcase the breadth and depth of a country whose landscape has inspired hundreds of video games, than with one of gaming’s most popular formats – the walkthrough video.
The campaign kicked off with a virtual press conference unlike any other - hosted live on the streaming platform, Twitch. Big time gaming influencer Loserfruit (aka Kathleen Belsten), lead the charge by sharing a simulated live walkthrough of her experience of PLAY NZ. The roll-out included trailer films and reviews to tease the gaming community ahead of the premiere.
All-round kiwi legend and star of Deadpool, Julian Dennison, helped bring the campaign to life with his sultry voice.
playnz.com.au
An interactive website allowed our audience to explore the map of New Zealand and unlock over x18 180 and 360 films. Each showcasing a unique New Zealand experience.
An ode to gamers
Throughout the film, we hid easter eggs for gamers to discover. Featuring references to some of their favourite video game characters and even gameplay moments.
Intent to visit New Zealand post lockdown increased by +387%* and NZ maintained its #1 position as the preferred destination for Aussie travellers**. Campaign engagement was equally high; reaching over 100 million people. The films already have over 15 million views. PR coverage has a universally positive sentiment with 150+ unique earned articles. The live Twitch launch reached thousands of die-hard gamers and the film has since reached over 3.5 million. Finally, website dwell time achieved an average of over 9 minutes (280% above benchmark) and a 37% increase in user interaction on our website content. *Facebook brand lift study vs. Asia Pacific uplift benchmark **Tourism New Zealand AC monitor