PLAY PARIS · PLAY PARIS · PLAY PARIS ·

RSV1CREATOR PARIS

POAP STUDIO → LGU

Paris, véritable
terrain de jeu
à ciel ouvert.

Creator attention becomes an IRL hunt: clues, places, points, and rewards across Paris.

Hunt loop —
Story Engage Move Reward

01Context — why now

Extreme AI creates extreme analog.

La ville comme terrain de jeu — parce que le feed n'en est plus un.

▶ Play clip
PlacesRetail, restaurants, venues, routes.
RitualsReasons to gather, move, and participate.
CollectiblesSouvenirs as a gateway to community.
CountOnly real visits count.
Context02 / 09

02Objective

Turn creator attention into IRL movement.

Start the hunt with Instagram engagement
€1
A comment, a DM, a save, a follow.
→
Get them to the spot
€3–€10
They show up, flash or tap, and the visit counts.
  • The betThe feed is crowded. The street is becoming scarce and valuable again.
  • The moveGive people a simple reason to leave the feed: a clue, a place, a reward.
  • The countMeasure the full path: saw it → answered → went there → collected something.
Creator Paris RSV103 / 09

03How the hunt works

A creator story becomes an IRL clue route.

01Instagram
Post
The creator starts the hunt with one clue and one place.
02ManyChat
DM clue
People comment or DM. The next clue arrives privately.
03IRL
Visit
They show up at the spot. A flash, tap, or code counts the visit.
04Reward
Collect
They get a point, clue, reward, or better chance to win.
01 Post 02 Clue 03 Visit 04 Collect one clue route, easy to follow.
How the Hunt Works04 / 09

04LGU already made people play

LGU already knows how to turn comments into movement.

1.53M
Combined plays across 2 LGU × Air Caraïbes ManyChat reels.
3,959
Combined comments — people ready to open the next clue by DM.
Hint + mapLive location turns the clue into movement.
Reel prompt
DM flow
Street win

The next step is to turn this behavior into a repeatable hunt: better clues, rewards, and a clean count of who showed up.

Ticket d'orThe hunt left the feed and reached the street.
LGU Made People Play05 / 09

05Operating model

A simple hunt a creative team can run.

Not a vague story world. A simple IRL route: post the clue, guide people by DM, make the visit count, and give them something to collect.

  • Creative briefPick one theme, one route, one prize, and 3–6 real places that make sense together.
  • Media jobUse Reels and Stories to open the challenge and move people into comments or DM.
  • Ops jobMake every stop count with a flash, tap, QR, or staff code.
01 IG Post
Creator starts the hunt
Reel, Story, prize, and a clear reason to leave the feed.
02 DM ManyChat Clue
Comment unlocks the next clue
Hints, map fragments, partner reveals, reminders.
03 Visit
Visit the stop
Restaurant, cultural place, shop, venue.
04 Count
Flash, tap, or code
The visit counts when the person is there.
05 Collect
Collect the next reward
Point, badge, clue, better odds, instant win.
Report
Reach → clues → visits → rewards
The final report connects media performance to people showing up.
Operating Model06 / 09

06Routes — communities, niches, neighborhoods

Start with one niche community and one neighborhood people can finish.

Good next test
Film fans
A cinema niche mapped to theaters, filming corners, posters, bars, or scenes in a walkable area.
Later
Art crowd
A gallery or atelier neighborhood for people who already follow openings, artists, design, and culture.
Later
Tech & gaming
A connected digital crowd moving through arcades, concept stores, esports bars, maker spaces, and game-adjacent venues.
  • RuleDon’t make the city too big. Pick one crowd, one neighborhood, one route.
Routes07 / 09

07Pilot frame & measurement

Keep the pilot small. See people move before scaling.

Duration
1–2 weeks
Long enough for clues and reminders to work. Short enough to keep urgency high.
Locations
3–6 spots
Close enough that motivated players can complete the route in one afternoon.
Prize budget
~10% of total
One hero prize creates desire. Smaller rewards keep people playing even if they do not finish.
Goal
Cost per real visit
Compare normal media performance with the real cost of getting someone to show up.
What the report should show
Attention (plays, comments, DMs) · Intent (DMs, clue opens, saves) · Movement (places visited, rewards collected) · What it cost (cost per DM vs. cost per real visit).
Pilot & Measurement08 / 09

08Inspiration — Flash Invaders

Find it. Flash it. Collect it.

That is the lesson: make the city easy to play. Find a mosaic, flash it with the app, win points, and keep building your collection.

1Look up. The aliens are already hiding in the neighborhood.
2Flash the real one with the app, like taking a photo.
3Win points, fill your collection, and look for the next one.
Find it
Flash it
Collect it
The lesson: make the city collectible. One visible object, one simple action, one reason to keep walking.
Inspiration 09 / 09