Google Invites You to Rediscover Paris Nightlife With Its Exploratory 'Magic Hours' Campaign

Yesterday, Google France launched the second edition of "Les Heures Magiques" ("The Magic Hours"), created with 72andSunny Amsterdam. For 31 nights, the interactive, mobile-first campaign will invite Parisians—and tourists—to rediscover the City of Light with a variety of after-sunset activities. Activities include a lit-up bike ride through Paris' darkened streets, insect-based cooking (cleverly dubbed "Crunchy Crickets"!), an underwater music show, and a neon safari, where you can tour the retro neon signs that color Paris' bars and clubs. (Check out short videos promoting each event below). The campaign is a charming way to experience the vibrant, creative dynamism of Paris, which is often written off as a dying museum city. It's also one in a number of recent efforts to reinvigorate interest in city activities; others include last month's no-car day, initiated by Mayor Anne Hidalgo, and Airbnb's Halloween sleepover sweepstakes in the Catacombs, dubbed by some as the Empire of Death. To access the program, visit the Magic Hours website via mobile, where you'll find different activities nested within Google Maps. The mobile positioning is practical for both non-locals and townies; France has among the highest smartphone penetrations in Europe, with 81 percent of people from 18-24 carrying one, and 26 percent of 60-69-year-olds as of last year. Parisians will also see a lot of social coverage, courtesy of WeAreSocial. Partners include the City of Paris, and various lifestyle publications like Paris Zig Zag, Society and Fricote. Locals can share their favorite activites via the #HeuresMagiques hashtag for a chance to be featured on the site. To learn more, check out the Magic Hours case study from its last installment. CREDITS Google France Raphael Goumain - Google France, Head of B2C Marketing Jean-Philippe Bécane - Google France, Product Marketing Manager Chloe Broughton - Google France, Product Marketing Manager Martin Bruniquel - Google France, Product Marketing Manager Intern Google EMEA Kristell Schuber - Google South-West Europe, Marketing Director Graham Bednash - EMEA Google, Director of Consumer Marketing, Ramya Raghavan - Head of Brand and Reputation Marketing, EMEA Dave Armstrong - Director Brand Studio EMEA Andre Le Masurier - Group Creative Director, Brand Studio Creative Agency: 72andSunny Amsterdam Carlo Cavallone & Stuart Harkness - Executive Creative Director Richard Harrington - Director of Design Gregg Clampffer - Creative Director Nastassja Bonnabel & Chermine Assadian - Writer David Troquier- Designer Matteo Gallinelli - Jr Designer Stephanie Feeney - Director of Strategy Alexandra Matine - Senior Strategist Tom Griffin - Group Brand Director Stephane Fevrier - Brand Manager Philippine Putman Cramer - Brand Coordinator Stephanie Oakley - Director of Production Sanne Drogtrop - Executive Producer Tobin Nageotte & Matt Marty - Senior Interactive Producer Gabor Szalatnyai - Creative Technologist Claudia Casagrande - Adaptations Niels Hagels - Business Affairs Manager Lotte van Dongen - Interactive Production Coordinator Digital Production Studio: Unit9 Peter Altamirano - Tech Lead Michał Kleszcz, Alexander Crush & Michał Przyszczypkowski - Frontend Developers Krzysiek Kokoszka & Kamil Cholewiński - Backend Developers Mario Epsley - Motion Designer Quentin Gauvrit - UX Designer Rebecca Hudson & Emma Willis - Producers Vianney Comot - Project Manager Dominic Berzins - Head of QA Mark Hinge - QA Lead Eve Action - QA Senior Tester Andrew Heraty & Testology - QA Testers Production Agency: SO Films Franck Annese - Producer Agathe de Coularé de la Fontaine - Executive Producer Adeline Sclafert - Director of Production Lorette Delva - Location Manager Sophie Lévy - Director Renaud Bouchez & Marc Cortès - Photographer Sophie Lévy & Julian Nodolwsky - Editors MUSIC - Stainless Sound & Music

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Google Invites You to Rediscover Paris Nightlife With Its Exploratory 'Magic Hours' Campaign

Take a light-up bike ride, swim with the symphony, and more

Angela Natividad

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