Periscope: how brands can harness live streaming in an on-demand world
Following on from our successful Periscope activation with Selfridges, we take a look at how live streaming can help brands tell their story…| June 8th, 2015
Twitter’s Periscope has been around since the end of March and, while it hasn’t exactly taken over our feeds, it does provide an interesting proposition for brands wanting to engage with people in a live environment.
MediaCom Beyond Advertising have already used Periscope to enhance Selfridge’s ‘Work It’ campaign – an activation that explored the shifting work-life landscape with talks, workshops and product launches.
We used the app to live stream a Q&A and make-up tutorial with influential beauty vlogger, Anna from Vivianna Does Makeup, with the footage later being cut into a shorter video to be hosted on Selfridge’s YouTube channel.
However, whilst the use of live streaming for this activation tied in perfectly with the idea of changing work patterns and allowed Anna’s already engaged followers to post live comments, Periscope and other apps such as Meerkat should only be used when it will enhance a campaign – and that may not always be the case.
Tord Sollie, Content Director at MBA Norway agrees, he says: “Perhaps the most obvious obstacle to live streaming becoming a central cog in any campaign is the way people’s video consumption has changed in recent years.
“On-demand video and television is more popular than ever and people are used to watching things when and where they want to. A lot of us don’t want to have to watch something when we’re told.
“However, live streaming apps can certainly bring an added benefit to campaigns – but as a supplementary channel rather than the main one.
“I’m a big sports fan and that’s one area that I really see it working in. For example, a live stream of what is happening in the tunnel and changing rooms at half time in the football, or being able to see what an extreme sport participant sees as they jump off a cliff or race down a mountain would work incredibly well in a second screen environment.
“Red Bull have shown that it is possible to get people engaged in live streaming with their Stratos campaign and it is a very interesting area to explore.
“But, as I said, it will only work as part of an overall connected system and, if there is no clear plan about what it’s expected to achieve or what will happen to the content after it’s been produced, then it will add very little value.”
Follow @weareMBA on Twitter for more news and information on the work we do