#LightUp2018 / #MyDubaiNewYear

Emaar took the Downtown Dubai New Year's Eve show global on Twitter for a second year, live streaming it at live.twitter.com/MyDubaiNewYear alongside a real-time conversation timeline and a first Direct Message experience on @MyDowntownDubai that walked viewers through the night. The buy ran in three phases, recruit, amplify and reconnect, aimed at the GCC, Europe, the US, India and Pakistan.

The brief

Audiences in India, Pakistan, the GCC, Europe and the US, invited to share Dubai's New Year's Eve from afar.

The idea

For a second year Emaar streamed Downtown Dubai's year-end fireworks show live via Twitter, beside a timeline of live chatter and a first automated DM guide on @MyDowntownDubai.

What to borrow

A live event can travel worldwide when one platform carries the stream, the conversation and a guide in the same place.