Melbourne Writers Festival launches experiential marketing campaign with ‘choose-your-own-adventure’ interactive app

Melbourne Writers Festival and agency JWT have developed a unique experiential marketing campaign with an interactive app that combines choose-your-own-adventure storytelling with a walking tour of the city.


Festival-goers will in August be able to download the ‘Twists and Turns’ app to their iPhones and, starting at Melbourne Town Hall, interact with the app as they choose which streets and alleyways to walk down. This experiential marketing campaign will bring traditional storytelling together with high-tech geo-location beacons to create the unique literary experience.

‘Twists and Turns’ features exclusive stories written by Melbourne Writers Festival authors Nic Low, Leanne Hall and Liam Pieper, and narrated by well-known Australian actors John Wood, Noni Hazlehurst, John Flaus and Richard Piper.

Melbourne Writers Festival will formally launch the interactive app with a cinema advertisement, which aims to inspire viewers to imagine their own ending to the story of a father and daughter who have been mysteriously bequeathed a haunted mansion.

A further two versions of the cinema ad will appear on YouTube, inviting viewers to use their curious minds and choose the ending to the ghostly story.



Additional campaign materials include collateral including posters and signage plus website, online and press advertising.

JWT Melbourne executive creative director Richard Muntz said the unique campaign aimed to broaden Melbourne Writers Festival’s appeal beyond literary devotees.

“This year’s creative strategy takes storytelling to a new level and is aimed at people of all ages, from students to professionals, families, the young and the old; everyone with a curious mind.

“Melbourne Writers Festival is not an age or lifestyle thing; it’s about human curiosity and it’s for readers, writers and thinkers.

“Through the art of storytelling, we are showing just how much there is to the Festival and have stayed true to the Festival’s celebratory, fun-filled and colourful spirit,” Muntz said.

Melbourne Writers Festival runs from 21 to 31 August, with cinema ads appearing across about 60 screens between now and the end of the festival.

The ‘Twists and Turns’ app will be available in the iTunes app store mid-August.


Michelle Herbison
BY Michelle Herbison ON 29 July 2014
Assistant editor, Marketing Magazine.