“Target drew attention to its Lilly Pulitzer line in a push that fueled such a huge consumer demand that 90 percent of the collection sold out in a few days,” according to an article about brand uses of Periscope published on Tuesday in Digiday.
As recently as June, marketers may have been bearish on investment because “usage and interest are generally low” for the technology, according to eMarketer research. (The Digiday article, however, points out that Periscope launched in March and already has 10 million downloads.)
Millennials, a consumer segment marketers are increasingly targeting, are fond of live-streaming video, eMarketer says.
“Half of 18-to-34-year-old respondents said they used or would use Periscope or Meerkat,” according to the June research.
Below are two pre-requisites marketers need to meet before live-streaming; “Ways Brands Are Using Periscope” according to Tanya Dua of Digiday; and bits of advice from Twitter about the tech:
- Pre-requisites One and Two: John Sampogna, co-founder and managing director at Wondersauce, tells Digiday brands and marketing agencies need to have their “strategy and process in lockstep” and to use the live-streaming technology “when it makes sense.”
- Think Out the Campaign. Use content appropriate for the app, promote it ahead of time (Twitter suggests using promoted tweets a few days in advance), be authentic, interact with viewers in real time, encourage viewers to replay the videos during their 24-hour lives or turn them into Promoted Videos and evaluate the metrics afterward, suggests Twitter.
- Allow ‘Admission’ to Exclusive Events. Digiday highlighted the Target event listed in the second paragraph of this piece, as well as Nissan’s “unveiling of its 2016 Maxima model at the New York auto show, which helped the automaker build buzz and extend its reach.” A June blog post from Twitter says the #coachmens2016 fashion show in London streamed the show and backstage interviews with the models and the show’s creative director. This is an example of putting thought into “the right content” to put on Periscope, according to Twitter.
- Announce Products and Special Offers. Periscope users aren’t yet deluged by these, Dua writes. “In April, @tacobell hosted a mock press conference to promote ‘Breakfast Defector Day,’ ” the Twitter post shows. “The brand invited viewers to stop by Taco Bell on Cinco de Mayo to enjoy a free Biscuit Taco.”
- Create Live Q&As. Benefit Cosmetics hosts “both Q&As and live makeup tutorials with its own experts, as well as influencers,” with thousands of viewers interacting, according to Digiday.
- Host a Look at the Brand’s Culture. Twitter cites a New York Yankees’ batting practice, while Digiday highlights GE using drones to show its facilities during #Droneweek.
- Use It as an Interactive Element of a Multichannel Campaign. A telecom company advertising its speedy Internet established the plot through a TV commercial of a teenage boy asking out a teenage girl. “Next, @Orange_France asked Twitter users to cast votes — about what Victor should wear on his date and where he should take Chloe — by Tweeting using the hashtag #HelpVictor,” according to the Twitter post. “These users were then invited to continue advising Victor throughout a Periscope of his date.”
How else are marketers using live-streaming video?
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