St.George Open Air Cinema launches New York City ‘Taxi Hunt’ in Sydney’s streets as part of live social competition via experiental shop Traffik

February 12 2013, 11:31 am | BY Lynchy | 2 Comments

taxi.jpgSt.George Open Air Cinema has launched a live social ‘Taxi Hunt’ competition involving a New York City taxi driving around the streets of Sydney via Sydney agency, Traffik.

Launched yesterday and running until this Friday the taxi will be driving around the city, tweeting clues to its location along with a secret word. Those first to find the cab and say the secret word win two tickets to the sold-out St.George Open Air Sunset Screening on 16th February–and a chance to win a trip to NYC worth $15,000.

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The campaign is new territory for St.George Open Air Cinema, which also partnered with Traffik to launch a mobile app earlier this year.

 

Says Adam Harriden, creative director at Traffik: “This is the first time we’ve taken the St.George Open Air experience and extended it to consumers out and around Sydney. By integrating live and digital platforms, we’re creating some really exciting extensions to the outdoor cinema experience.”

 

Traffik, well known for its experiential work, has been growing its client offering to include more integrated capabilities.

 

Says David Loughnan, Traffik’s director of digital: “This is the kind of project we love. Live, social and digital all living together. The integration of digital into live experience is where we expect to see exponential growth in 2013.”

 

Says Pat Cunningham, head of sponsorships & events – Australian Financial Services, St.George bank: “St George has been the major partner of St.George OpenAir Cinema for 11 years, helping deliver what is now an iconic event to the people of Sydney. Every year we look to take the experience to another level.



”This year, with the introduction of the St George Open Air app, and now this great consumer promotion linked to the season ending St George exclusive Sunset Screening, we’ve certainly achieved that.”

To track the St.George Open Air Cinema taxi this week, follow @StGeorgeBank on Twitter or click here.