To celebrate the arrival of autumn 72andSunny Amsterdam and Google are launching the second edition of ‘Les Heures Magiques’ (‘The Magic Hours’) on October 15th: a social campaign and interactive mobile experience that invites Parisians to 31 nights full of inspiring activities to experience after sunset in Paris.
Collaborating with both the City of Paris, and local cultural partners including Paris Zig Zag, Society and Fricote, the mobile-first experience showcases events and initiatives that highlight the unexpected, forward-facing side of the city. This time Les Heures Magiques will draw on the local knowledge of Parisians, encouraging them to share their favourite activities with #HeuresMagiques, for a chance to be featured on the site.
Users will discover new ways of experiencing the city, including; star-gazing, a lit-up-group bike ride through the streets of Paris, a freegan pop-up restaurant, an insect-based cooking experience, an underwater music show and a neon safari.
The mobile experience is nested in Google Maps, which allows users to search location based activities or alternatively browse the list view to find what’s on next. For each event there will be bespoke imagery, teaser films, and details around the event linking to the Google App.
The campaign is supported by a lot of social content, posted across Facebook, Twitter and G+, and executed in collaboration with WeAreSocial. The mobile experience and social campaign using #HeuresMagiques will go live on October 15th and will run for a month, offering new activities each night.