St Germain Uses Periscope for Mysterious Media Streaming Marketing
Laura McQuarrie — July 20, 2015 — Lifestyle
References: qa.bacardi & brandingmagazine
Since its release, Periscope has proven itself to be a fun social tool, as well as a novel place to host video streaming marketing campaigns. St Germain is a brand under the umbrella of Bacardi that decided to make the most of this platform by hosting a branded 'Peep Show.'
Quite literally, viewers were invited to look in through a peep hole at intimate moments of New Girl actress Hannah Simone, as if watching a burlesque show. Over the course of 24 hours, this content was broadcast in four segments. The social part of the platform also allowed viewers to take part in the campaign as directors who could tweet suggestions for upcoming scenes.
With the aid of technology, old-fashioned cabaret performances were revived, before quickly disappearing forever from the ephemeral social platform.
Quite literally, viewers were invited to look in through a peep hole at intimate moments of New Girl actress Hannah Simone, as if watching a burlesque show. Over the course of 24 hours, this content was broadcast in four segments. The social part of the platform also allowed viewers to take part in the campaign as directors who could tweet suggestions for upcoming scenes.
With the aid of technology, old-fashioned cabaret performances were revived, before quickly disappearing forever from the ephemeral social platform.
Trend Themes
1. Livestream Marketing - Brands can utilize platforms like Periscope for creative marketing campaigns that engage and attract consumer attention through interactive, real-time content.
2. Experiential Marketing - By offering consumers a unique, interactive experience, brands can create a memorable and engaging campaign that drives interest and buzz around their product or service.
3. Audience Participation - Involving audiences in the creative process and giving them a sense of control over the content can lead to increased engagement, loyalty, and brand advocacy.
Industry Implications
1. Alcohol - Alcohol brands can use creative and interactive marketing campaigns to build buzz around their products, drive sales, and engage with consumers in new and innovative ways.
2. Entertainment - Entertainment companies and personalities can utilize livestreaming platforms to create unique and engaging content, connect with audiences, and build brand recognition and loyalty.
3. Technology - The development of new technologies and platforms like Periscope provides opportunities for businesses to innovate and create novel marketing campaigns that engage with consumers in real time and on a more personal level.
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