In early 2015 the world of marketing was full of whispers about the latest upcoming platform, Periscope. Whilst many social platforms are launched (and fail) on a daily basis, Periscope seems to be one of the few in recent memory which has grown from a whisper to a foghorn – and maintained the decibels.
Whilst the platform is still in the experimental, toe dipping stage, many brands have taken the plunge from the off. What is most interesting is the selection of brands that have done so – a handful of dark horses have steamed (or should we say streamed) in with some imaginative campaigns. We rounded up a few of the live streaming campaigns which we feel have learned lessons we can all benefit from when taking the Periscope plunge.
Periscope is not yet quite strong enough to stand on its own two feet however integration with Twitter is easy since they own the new platform. Dominos used Periscope as a supplement to a wider campaign across Twitter, Vine, and YouTube. Each special ‘Roulette’ packet of crisps contained one super strength chilli Dorito, the purpose of the campaign being to capture the reactions of consumers as they consumed.
Using the hashtag #DoritosRoulette, all users had to do was tune in with their bag of crisps via Periscope to become eligible to be a contestant on the game. There was a Roulette wheel, spun by the game host, which decided which prizes were left to which contestant.
This campaign was great because it directly connected with viewers and encouraged them to try out the new platform. A much smaller pool of viewers than YouTube or Snapchat meant that engagement rates were much higher and the campaign had an intimate feel compared to Doritos’ other initiatives. Whilst this may change as the platform grows, Doritos capitalised on it at a time when enthusiastic early adopters were numerous.
The campaign also generated further press attention when the game was banned due to a schoolgirl claiming she almost died from the competition. And no, we’re not suggesting your campaigns physically harm your audience.
St Germain Peep Show Live
Unsung brand heroes St Germain teamed up with director Floria Sigismondi mid-2015 to produce a video campaign which was broadcast through YouTube and Periscope. Despite arousing attentions with its title, the campaign offered viewers a ‘behind the scenes’ peephole into the filming of ads at St Germain.
This Periscope campaign was one of the best because it harnessed voyeurism and ‘get it while it’s hot’ down to a T. Six two minute long burlesque shows were performed live by actress Hannah Simone from New Girl, and broadcast via the app. The recordings were available in Periscope for just 24 hours after their original post time, at which point they were mashed into a ‘behind the scenes’ video destined for YouTube.
Whilst sex largely sold this campaign, it shows the opportunity to use a mixture of live and edited footage to stretch out the lifeline of campaigns and to increase initial engagement with a ticking clock on unique, fresh content.
Connor O’Brien Session with Spotify
Product demos and interviews are two of the most obvious opportunities for Periscope, and streaming giant Spotify were clearly one of the first brands on the live bandwagon. Spotify used the platform to live stream an ad hoc acoustic session and behind the scenes clip with musician Connor O’Brien from The Villagers.
Over 380 viewers tuned in to the stream while it was being broadcast, showing the existence of an audience waiting for content. For those unaware of Periscope, the campaign also demonstrated the huge added value in offering consumers additional content that cannot be found elsewhere, and proved that their followers would invest the time in getting to grips with the new platform if a clear added benefit was on offer.
Turkish Airlines tried out Periscope at 30,000ft, live streaming stages of an entire flight from Istanbul to New York and earning them the tag of first company to ever broadcast a whole flight. The broadcast showed flight crews before boarding, aircraft checks, passengers and the pilots hard at work, and concluded with a goodbye from the ground in New York.
The campaign was captivating in part because of the novelty element – flights are not typically associated with being connected to the rest of the world by Wi-Fi, quite the opposite! Like the St Germain Peep Show, the broadcast gave the impression of something real and unedited which differentiated the campaign from heavily prepared and scripted ads which are rapidly becoming background noise to consumers.
The stream received half a million hearts (the equivalent of Likes or favourites), and brought media attention to the carrier as a forward-thinking, bold brand, unafraid to try new things.
Many are hailing platforms like Periscope the future of interactive customer service, and even from a marketing perspective it’s clear that the app is far from saturated. We’ve trialled it with interviews and as an accompaniment to wider campaigns and found a surprisingly high number of viewers who tuned in. Whether you’re toe-dipping, belly flopping or gliding in gracefully, we recommend soaking Periscope up – it’s certainly not going anywhere for now.