In March 2021, international leisure travel was a distant memory. We had to make Singapore a top-of-mind destination for when travel safely resumed. With travel banned and borders closed, we opened Singapore up virtually, for people to explore through a gamified, fully interactive experience. We invited people to visit Singapore via taxi, from anywhere in the world. In doing so, we created the first virtual, interactive tourism experience on Twitch.

To do that, we turned a 64-year-old taxi driver into a Twitch streamer, taking the world on live-streamed tours of Singapore. He engaged with his virtual passengers, giving them a unique tourist experience, no matter where they were tuning in from. He told fascinating stories, took destination requests, and even strolled through some of his favorite spots in the city-state.

Through a dedicated Twitch profile, our taxi driver took the world on four unique, 2-hour adventures through Singapore. Viewers learned about Singapore from a local’s perspective, visiting iconic landmarks and hidden gems off the beaten track.

To get the word out, we leveraged Singapore Tourism Board’s owned social media channels, running :06 and :15 launch films that drove people to the Twitch profile, as did our Twitch banners and social postings. We then continued to re-engage with our audience by posting tour reminders, inviting people to join the stream, and tell the driver where to go.

The activation was launched along with an 8bit-inspired design system that leaned into the familiar red from Singapore to give a unique, and most importantly, fresh, platform-relevant look and feel.

In summary…