Periscope is a streaming video app owned by Twitter, and every day more than 40 years-worth of video content is streamed through this medium. Many marketers and entrepreneurs are asking themselves, How can I leverage this emerging technology? While the full impact of Periscope unfolds, we can glean some inspiration by some early-adopters that have used Periscope already to reach out to their audience for a deeper connection.
What follows is a collection of companies that have been using live-streaming through Periscope to reach their audience and grow their business:
As the Royal Baby Charlotte arrived in May 2015, CNN correspondent Max Foster was live-streaming footage from inside the media cordon at the Lindo Wing hospital. He also streamed live reports from Buckingham Palace, as well as various other spots around London, even while he was walking down the street!
While the rest of the world had to wait to watch the news coverage once an hour during the 60 second update on CNN’s broadcast channel, Periscope viewers were given a real-time account of the events unfolding, and were able to ask questions directly to Max and share comments with the rest of the participants.
This move quickly established Max as a news source to follow in regards to the Royal Family. Many who participated in his broadcasts no doubt experienced a greater connection to him, and are now more likely to tune into CNN when looking for news coverage, or at least Max’s account on Periscope.
The news casting potential of Periscope is an obvious one, but what about a company that sells a product? That’s exactly the type of question the Red Bull team had to discuss in order to embark on their Periscope strategy.
Red Bull has live-streamed various events, such as Miami Music Week, the Redbull Baylines competition in San Francisco, and even parties streaming from their infamous Red Bull Guest House. For a company that is trying to connect with a generation of young, excited, active individuals, they seem to be hitting the nail on the head with their Periscope strategy.
Combining a variety of social media tools owned by the same company (Twitter, Periscope, and Vine), Doritos was one of the first brands to use Periscope as a platform for a contest.
Chosen randomly from the Periscope viewing audience, individuals would win a prize based off of a spinning wheel of nachos corn chips. The winners were also announced on the video-sharing site Vine.
You may wonder how spinning a wheel of chips helps Doritos improve its bottom line. The secret is in brand awareness, and community building. No doubt they grew their subscribers on all three of those social networks—who wants to miss out on the next contest?
I’ll have to admit, even I was shocked to see General Electric—a company founded two centuries ago—on the Periscope train. Companies like Red Bull and Doritos are expected to dabble in new technologies to reach the youngest generations, but a blue-chip company like GE?
Perhaps they have been around for so long because they know how to stay relevant. At first GE used Periscope to go behind-the-scenes on StarTalk Radio with astrophysicist Neil deGrasse Tyson and Bill Nye the Science Guy. This alone would have been an impressive use of a new platform for such a large company, but they’ve since gone on to do something even more spectacular: #DRONEWEEK.
General Electric announcing #Droneweek
That’s right, an event that is named with a hashtag, built from the start to be a viral social phenomenon, GE spent 5 days touring 5 facilities with drone cameras, sharing sights never before made public. Viewers were given access to the facilities where jet engines, locomotives, and wind turbines are manufactured and tested for durability.
It is hard to form an emotional attachment to a company so impersonal as GE. Even the name, “General Electric” does very little to evoke a personality of any type. However, latching on to technologies such as Periscope, they are educating people on how their products affect our everyday lives, potentially even inspiring new engineers for the future.
Soon after the Periscope app hit the iOS app store, DKNY shared behind-the-scenes tours of their DKNY fashion closet, a first-hand look into the world of a major clothing company.
It wasn’t the highest quality stream out there, and it may have given a few viewers motion sickness due to the hand-holding of the phone used to shoot the video footage, but they made waves by giving exclusive access to Periscope viewers, and are commonly referred to anytime using Periscope for Business is mentioned.
Note, we will discuss how to shoot higher quality video in a later chapter, so you can avoid the shakiness that plagued the DKNY broadcast.
With competition from Rdio and Apple Music, Spotify is a music streaming service that has continued to find ways to differentiate itself in a fierce marketplace. Shortly after the launch of Periscope, the lead singer of the Irish indie folk band Villagers, Connor O’Brien, recorded an impromptu jam session and streamed it live.
What makes an early adoption of Periscope so important for a company like Spotify is that their main focus is a mobile-based music service. Their target audience is people who use their smartphones for entertainment, so providing a live jam session to bring in hundreds of viewers was clearly a step in the right direction.
The first major sports company to embrace Periscope was Adidas. When Columbian soccer superstar James Rodríguez signed a deal with the company from their Herzogenaurach, Germany headquarters, they streamed the 20 second event to Periscope, and brought in viewers by announcing it on their Twitter account.
It was a small broadcast, but a powerful one. It shows how Periscope can break down the barriers between audience and company in order to deepen an emotional connection. Because Periscope broadcasts are expected to be quick and raw, there are many use cases for putting out a new broadcast, sometimes you just need to try a few things and see what sticks.
Interested in More?
For more on Periscope and how to leverage it for your business, check out my latest book on Amazon: Using Periscope for Business: How to Engage Your Audience with Live Streaming.