#social

How Brands Are Using Periscope

Six exam­ples of how brands are broad­cast­ing live video to the world.

Greg Jarboe By Greg Jarboe from SEO-PR. Join the discussion » 0 comments

Although it is still ear­ly days, many senior dig­i­tal mar­keters are start­ing to ask, “How are brands using Periscope?” Here are six exam­ples of how brands are broad­cast­ing live video to the world to increase aware­ness and build brand loy­al­ty.

Twit­ter intro­duced Periscope, a new app that lets you watch and share live video broad­casts from your mobile phone, less than two months ago on March 26. Periscope added a mil­lion new users in the app’s first 10 days on the mar­ket.

One of the ini­tial broad­cast­ers was a Glac­i­er Nation­al Park ranger, who took view­ers on a tour of pris­tine forests, alpine mead­ows, rugged moun­tains, and spec­tac­u­lar lakes.

Anoth­er one of the ini­tial broad­cast­ers was Aaron Paul, an Amer­i­can actor who is best known for por­tray­ing Jesse Pinkman in the hit show “Break­ing Bad”, who invit­ed view­ers into his liv­ing room to lis­ten to an acoustic per­for­mance by Jack Gar­ratt.

And a third ini­tial broad­cast­er was Jim­my Fal­lon, who brought view­ers behind the scenes of “The Tonight Show” to watch his mono­logue rehearsal.

How are brands using Periscope? Let’s look at six exam­ples.

Adidas

Adi­das used the app to give fans a view of soc­cer play­er James Rodriguez sign­ing a con­tract exten­sion with the sports­wear com­pa­ny.

DKNY

DKNY PR GIRL, a well-placed fash­ion source bring­ing you behind-the-scenes scoop from inside Don­na Karan New York and DKNY as well as her life as a PR girl liv­ing in New York City, used Periscope to give view­ers a look into her fash­ion clos­et short­ly after announc­ing she had opened an account.

General Electric

Gen­er­al Elec­tric used Periscope to go behind-the-scenes on StarTalk Radio with astro­physi­cist Neil deGrasse Tyson and Bill Nye, everyone’s favorite sci­ence guy.

Mountain Dew

Moun­tain Dew used Periscope to cre­ate a short video enti­tled “Stop by to say what’s up.”

Red Bull

Red Bull is test­ing Periscope to answer ques­tions about the ener­gy drinks fridge life.

Spotify

Final­ly, Spo­ti­fy is using Periscope to pro­mote live per­for­mances by and inter­views with record­ing artists like Avery Wil­son.

From these ear­ly exam­ples of how brands are already using Periscope, senior dig­i­tal mar­keters can begin to imag­ine oth­er ways to uti­lize the live-stream­ing video app. In the near future, we can expect to see the app used to:

  • Pro­vide sneak peeks and new prod­uct teasers.
  • Announce spe­cial offers and con­tests.
  • Fea­ture cus­tomer tes­ti­mo­ni­als.
  • Show­case thought lead­ers or key influ­encers.
  • Offer live Q&A ses­sions and instant feed­back.

Watch This…

In addi­tion to watch­ing oth­er brands, senior mar­keters may want to watch how polit­i­cal cam­paigns use Periscope.

For exam­ple, Car­ly Fio­r­i­na kicked off her pres­i­den­tial bid with a vir­tu­al town-hall meet­ing on Periscope before hit­ting the road for Iowa and New Hamp­shire. More than 500 peo­ple tuned in to the for­mer busi­ness executive’s Periscope chat, ask­ing ques­tions about how she would deal with a nuclear Iran, change America’s tax code, and stand out in the crowd­ed Repub­li­can field.

Mean­while, Major League Base­ball has said it won’t ban fans from using Periscope at sta­di­ums, so senior mar­keters may want to watch that, too.

Have you start­ed using Periscope? What do you think of it?

Greg Jarboe

Written by Greg Jarboe

President, SEO-PR

Greg Jarboe is President and co-founder of SEO-PR, an award-winning content marketing agency that was founded in 2003. He’s the author of YouTube and Video Marketing and also a contributor to The Art of SEO, Strategic Digital Marketing, Complete B2B Online Marketing, and Enchantment. He’s profiled in the book Online Marketing Heroes, a frequent speaker at industry conferences, and writes for Tubular Insights and The SEM Post. He’s an executive education instructor at the Rutgers Business School and the Video and Content Marketing faculty chair at Simplilearn.

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