In an era where face-to-face communication has materialized into texts, emails, emojis, memes and (a lot of times) misinterpreted messages, platforms like Facebook, SnapChat, YouTube and Periscope are tapping into the emotional value of immediacy and authenticity.
Today, the growth of live video is inspiring businesses to share their story in real-time. Brands are taking advantage of social media and technology to create content that resembles popular trends and consumer behaviors.
Here are a few examples of brands using live video to strengthen their marketing campaigns:
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New Balance
To better build a ‘balance’ between in-stores and online media, the sports footwear company harnessed the power of live video to visually connect with fans and customers.
In 2014, New Balance teamed up with Brandlive, a real-time, online and video commerce platform to engage customers and spark sales. Consumers and retailers were invited to “hear about all the latest in #runnovation and get your questions answered by the product team, live from #NBHQ!”
The multi-event campaign demonstrated four of their popular 880 shoe line to employees, retailers, and customers across the nation. Shoppers were given access via in-store video kiosks or any web-browser to a video feed connected to New Balance’s Boston headquarters, where product experts answered questions through online messaging and social feeds.
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Nestlé
I have to say, marketing a vanilla ice cream cone, dipped in chocolate and nuts seems to be an easy blueprint, but Nestlé’ upped their game with this specific product. Last June, Nestlé’s Drumstick ran the first Periscope-specific ad to promote the brand around the summer solstice.
To do this, the company hired Periscope personalities to broadcast summertime themes (like amusements parks, picnics and backyard parties) with their product. Drumstick then made its own Periscope account, showcasing 20+ summer themed broadcasts about ice cream (yummm).
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Dunkin’ Donuts
To get America running on their iced coffee, the donut king created a buzz for millenials last summer with “DD Summer Soundtrack.” Dunkin’ sponsored a five-concert series from where content was published and promoted through Spotify, Snapchat, Instagram, YouTube, Twitter, Vine, Facebook and Periscope.
“This will be the first time we’ve had the mass social presence across all the channels on the same idea for the same promotion,” Scott Hudler, vp of global consumer engagement at DD told Adweek, “With a program like this—which is clearly designed to reach a younger consumer—we feel like we need to cover all of our bases.”
The concert content was available on the microsite through the end of the summer, giving fans access to videos, custom playlists from popular artists, photos from performances, and behind-the-scene footage from the event.
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