5 Ways Brands Can Use Immersive Celebrity Marketing via Periscope

Live video social media outlets have great potential for celebrity marketing.

Periscope is a social media app owned by Twitter that allows users to both share and stream live videos. Not only does it air 360 degree videos in real-time, it also lets viewers send messages during the live video that appear on the screen for the host and other viewers to see. Periscope has gained plenty of buzz, and will only continue to in 2017. In one month, Periscope had about 397,000 mentions on Twitter and who is primarily using the app to share videos? Celebrities.

Louis Vuitton capitalized on Periscope 360 at Paris Fashion Week when showing off their men’s fall line, having A-list celebrities such as Kate Moss, Usher, and David Beckham in the front row. Through the help of Periscope 360, Louis Vuitton was able to get 160,000 eyes on their show in the first hour alone.

With celebrities being hot to use the app, there is great opportunity for brands to team with celebrities.

Here are five ways celebrities can use Periscope live videos to help companies promote their brands:

The use of vloggers: Right now, YouTube is the main outlet for vloggers to share their expertise. Periscope Live could become a successful way for this new-wave of celebrities to be seen. Viewers can ask questions and pose their responses in real-time and the vlogger can answer live on camera. If a brand has a deal with a vlogger where they feature or review products, these social media platforms become another window for promotion.

Behind the scene at live events: Behind the scene footage of celebrities during big programs such as the Oscars or Grammys is a popular tactic on TV. However, celebrities are not likely to go in to much more detail about their beauty or fashion choices other than “I’m wearing Calvin Klein”. By using celebrity accounts on Periscope, brands can gift celebrities products to use in a “how I got my look” video featuring the brand’s goods.

Press conferences: When a campaign begins, it is common to hold a press conference. If the campaign involves a celebrity, having them appear at the press conference to speak and live stream on their Periscope account will bring more traffic to the event and cause more buzz about the brand and product.

Contests and special offers: Just like for any social media platform, user engagement is critical for effectiveness. Creating live contests or offers exclusive to viewers is a great option when using Periscope. Celebrities can either host the video or be involved with the prizes and offers.

Celebrity takeovers of brand accounts: If a company is interested in building more awareness of their brand they may want to look in to a celebrity hosting one of their videos. Promoting how fans can see their favorite star by watching the company’s channel is likely to draw in more viewers. Imagine a big name celebrity like Ed Sheeran taking over the BMW account to host a driving jam session. The number of viewers would be immense.

photo credit: https://c1.staticflickr.com

Super Bowl & Celebrity Marketing Brands Told Gen Z’s Story, Not Their Own

Many brands that welcomed the $5 million sticker price of a 30-second spot in Super Bowl LI implemented the tactic of timely nostalgia.

That reminiscent undertone didn’t merely attempt to tell the brand’s story–it attempted to tell the story of “you” the viewer.

The “you” for certain Super Bowl brands has been Gen X and Millennials. Capitalizing off of their 2015 double-digit growth, Audi tactfully destined itself for success with the 60-second spot that featured the late David Bowie’s “Starman”. The Audi spot “Commander” directly appealed to those that yearned for the sense of promise they were born with and had the purchase power to act on that feeling.

However, for Super Bowl LI the “you” for Super Bowl brands, had changed.

The “you” is now Gen Z.

This year Audi continued with their platform of nostalgic storytelling by chronicling a little girl in a homemade go-kart. Considering Audi has no women on their executive team, this year’s spot intended to accentuate social and economic gender equality, a theme that Gen Z is very passionate about.

Having been born between 1996 and 2010, early Gen Zers’ youth was marked by exposure to the economic struggle of the Great Recession. These individuals possess a mental and financial shrewdness that is forcing traditional brands to work with experiential creative tactics to become loyal users.

In 2016, Wildness, an L.A based firm that informs brands on the habits of Gen Zers, reported that 27% of teen Gen Zers created and shared original videos via social media on a weekly basis. Of the 3,000 polled, 84% had reported that they’d had some direct contact with a celebrity on social media.

This attention craving group craved that same attention from their Super Bowl brands in 2017 and Snickers effectively recognized that.

With a $44 billion spending power in the USA alone, Gen Z is the richest and most independent purchase influencer on the market. While Gen Z may not be ready to buy a luxury sports car, they will definitely buy a candy bar.

Well known for its playful “You’re Not You When You’re Hungry” campaign, the Mars brand has featured authority figures, such as Betty White, Joe Pesci, and Willem Dafoe. In its first full year, the campaign reported a 15.9% global sales increase and growth in 56 of the 58 markets in which it ran. While their current influencers may be older, the Mars winning creative formula should translate to Gen Z.

 

  1. Create a more compelling creative platform, on a large scale.
  2. Make the brand “iconic” with strengthened internal engagement and commitment.
  3. Relentlessly enforce a global approach.

 

Snickers attempted to appeal to Gen Z with the Super Bowl’s first ever live ad spot. Featuring a youthful influencer in Adam Driver, Snickers embarked on unprecedented experiential creativity. This revolutionary ad ran in the first break of the game’s third quarter, immediately keeping the attention of Gen Zers who tuned in for the halftime performance.

Driver was upset by the mayhem of the ad’s scene, which sparked excessive viewer anger and confusion. However, the Snickers spot was revealed to be an intentional faux with a follow up Adam Driver apology, which provided an effective call-to-action for fans to avoid their own hunger mishaps.

Regardless, live video will be a brand’s best friend in 2017 to connect to Gen Z, ensuring that they truly understand the immediate connection that makes Gen Z thrive.

Live streaming is exposing a brand’s vulnerability in a playful way. That is what Gen Z is gravitating to; immediate action with a level of spontaneity that makes the brand story feel as if it is their own.

photo credit: www.flickr.com

How Brands Use Influencers & Celebrity Marketing to Appeal to Gen Z

The right celebrity will forever remain an authority figure for a brand’s audience.

When the lifestyle of a celebrity ties in well with a brand, it is very simple for the average consumer to trust a brand and its message delivered by a celebrity.

Brands have been able to thrive off of millennial engagement via traditional celebrity endorsement, whether that is with a sports icon or Hollywood starlet. However, as millennials age, the focus shifts to what appeals to Generation Z: those born between 1996 and 2010.

The current 2 billion that make up Gen Z (27% of the world’s population) are the first to grow up with the internet at their fingertips. These are the individuals that trust the everyday person on social media, rather than the apparent celebrity appearance.

With an average attention span of 8 seconds, Gen Z craves transparency and instant connection to a brand. That is a large reason why Snapchat and Instagram have their highest usage from that age category.

Here are three simple influencer marketing tips to help brands thrive:

  1. Use short video clips

With Snapchat and the recent roll out of Instagram Live, it is simple for an influencer to send out a brief message to their following on a very personal level. With a brief, yet impactful influencer video, your brand can tap into an audience that will respond and trust your message.

Social media influencer Logan Paul has provided brands such as Doritos, Dunkin Donuts, Nike, and Verizon all immense success due to short video blasts. His message is concise, exciting, and immediately grabs the audience’s attention without having to stop for brand recognition. Brand recognition becomes instantaneous, because the videos are lively and provide a direct viewer appeal.

Visual content will always remain more appealing than simple text, especially with Gen Z.

  1. Ensure your brands message aligns with influencer personality

Unlike any other portion of social media users, Gen Z has an innate desire for a personalized experience with a brand. That is why the influencer market is so vast. Young people can immediately associate an influencer with an experience they have had or desire to accomplish.

Therefore, your brand’s message must directly align with the influencer chosen. The influencer doesn’t have to be colossal to have peak brand appeal. Micro-influencers, or those who have a niche in the influencer market, will play an integral role for developing brands in 2017.

These individuals are cheap, can instill immediate trust with Gen Z, and can successfully reinforce the niche appeal of certain brands. When a micro-influencer’s niche can match that of a brand, success is imminent.

  1. Store creative trust in the influencer

An influencer is an influencer for a reason. They either have an interesting quirk, style, or persona that appeals to a massive social audience. Brands will have to relinquish a lot of creative control and allow the influencer to take over.

It may be daunting for creatives to accept, but it’s a reality of influencer marketing. After all, it is the creativity of the influencer that granted their widespread appeal and the brand’s interest in the first place.

The more a brand trusts its influencer, the more the consumer will trust the given brand.

photo credit: www.pexels.com

Facebook Commands Live Video for Celebrity Marketing

Periscope may be reborn, but Facebook Live will thrive in 2017.

There is no doubting that Facebook Live remains at the forefront of live streaming content for celebrity marketing entering 2017. Thanks to its user familiarity and instant audience connection, Facebook Live has had the luxury of paying 140 media groups and celebrities a total of $50 million to produce live content.

An overwhelming 78% of businesses that use Facebook Live claim that it is an effective marketing tool.

Moving forward into 2017, Twitter’s live stream extension Periscope has implemented 360 degree video technology that allows a broadcaster to go live and share their entire environment, making the broadcast as immersive as possible. CES’ Hardware Battlefield has already used Periscope 360 to expose their series of events to their 8.3 million following on Twitter. Now considering the Periscope feature is synced with Twitter in a single app, Periscope may possess a threat to Facebook Live.

Brands such as Airbnb, have taken to Periscope 360, allowing to provide potential users a fully immersive experience to a foreign country. The video attracted 455,000 views in a single day. Twitter astoundingly attracted a record  6.8 million viewers for the inauguration via Periscope, but the avenue has yet to reveal the effectiveness with celebrity marketing.

Currently Periscope has 1.9 million daily active users, which is astounding. Yet, when compared to the clout of Facebook’s 1 billion daily users, Periscope is simply dwarfed.

Facebook’s size should not discredit the capabilities of Periscope, as it is an extremely viable option for a current business. Yet, the tool must present itself as user friendly as possible to compete.

To Periscope’s credit, the tool presents itself as business and brand friendly. The live streaming tool enables brands to create a community with how-to videos, allowing those brands to share industry news, mailing lists, and product demos. Periscope is ideal for celebrity branding, but it simply isn’t used at the rate Facebook Live is.

According to a Socialbakers finding, media, celebrity, and brand’s “official pages” have shown preference to Facebook Live over Periscope.

Of the top 500 celebrity accounts on Facebook and Twitter, celebrities are opting to use Facebook Live at a 40% higher rate than the Periscope tool.

33% of companies were using Periscope compared to Facebook Live, but by the end of the year, preference had shifted to 47% preferring Facebook Live to Periscope.

Ultimately, Facebook is proving itself as an unstoppable live streaming force, due to its size and accessibility. Periscope may possess unique business features to effectively track celebrity engagement, but currently the comfortability of Facebook Live will help the platform remain in its own live streaming class for celebrity marketers.

photo credit: www.flickr.com

4 Live Streaming Platforms for Celebrity Marketing

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Exponentially increase traffic and engagement using four similar, yet different platforms.

Video content is becoming one of the best ways to share information online, as video is unparalleled in engaging an audience and getting their attention. When content is shared live, it only increases the benefits of video marketing.

Statistics show live video dramatically increases both traffic and engagement to a brand’s content. With video, organic traffic increases by 157%, and consumers become 85% more likely to buy a product and 46% more likely to seek out information about your brand. Live video is a great way to make your brand more personable and engaging.

In utilizing celebrities who are already bringing in a large, engaging audience on these platforms, your brand can expand its reach and create an even more unique experience for fans and consumers. You just have to make sure you’re picking the right platform for your brand.

1. Periscope was one of the first widely-used live streaming platforms, highlighting its ability to take audiences to places not shown to the public, such as music festivals, concerts or personal events. The app offers a couple ways for audiences to engage with the platform, such as live comments and giving ‘hearts’ to show appreciation. Since the app is owned by Twitter, it makes it easy for multi-platform sharing, reaching audiences on both Periscope and Twitter. These videos can be kept on the platform forever or deleted after 24 hours, whichever you prefer.

2. Facebook Live makes it easy to connect with Facebook audiences, as Facebook controls the reach of these live videos using the same algorithm it uses for regular posts. One unique thing about Facebook Live is that users can stream for up to four hours at a time, and videos remain on the platform to be retrieved or re-purposed for later use. Facebook Live is a great platform for celebrity marketing, as celebrity pages on Facebook often outperform brand pages, and Facebook recently signed deals with multiple media companies and celebrities to grow the platform’s popularity even further.

3. YouTube Live claims to be the fastest and most reliable live streaming platform, and was notably the first to offer 360-degree streaming. Since then, brands such as GoPro, Nike and Lionsgate have experimented with it. This platform is great to use with YouTube influencers, as they can broadcast directly to their subscribers, and the stream is made available immediately after the broadcast on the influencer’s channel and in subscription boxes. It is similar to creating a regular YouTube video, but with the added bonus of live engagement from the audience through comment features.

4. Snapchat, with its 150 million daily active users, is a unique type of live streaming platform. The app has been used by brands in a variety of ways, including celebrity takeovers, product placement and revealing exclusive content. The quick, ten-second clips and 24-hour lifespan of these videos allows for urgent and exclusive interactions with an audience. Plus, many celebrities already have their own accounts and large followings on this platform.

No matter the platform, live streaming and celebrity marketing together are a great way for your brand to create exciting and engaging video content. Whether it’s special promotions, VIP access or every day moments, live streaming is great for brands to engage an audience in a new exciting way.

Why Brands Should Use Twitch for Influencer Marketing

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One of the most up-and-coming websites is ripe for brands to seize competitive advantage.

Twitch is a video streaming platform where users can broadcast their gaming to the world, and is currently fourth in U.S. internet traffic, only trailing Netflix, Google and Apple. It has been a blossoming site since its launch in 2011, so much so that Amazon spent almost a billion dollars to acquire it in 2014. With 9.7 million active daily users and over 2 million unique streamers per month, there is no denying the reach Twitch has as a social network platform. Twitch has a huge growing audience and brands should take advantage of it, especially if they are looking to market to gamers and millennials.  It is interactive, uncut, live, and genuine, something that millennials crave from influencers.

One of the most straightforward ways brands can utilize is to hire a gamer for a sponsored stream. There are plenty of celebrities on Twitch from actors to athletes.  Twitch also has plenty of “Twitch famous” gamers with vast and loyal followings.  Gamers love the concept of playing a video game with one of their favorite celebrities. When sponsoring a gamer on Twitch, brands can broaden their audience because they are reaching the gaming community as well as the celebrity’s audience.

Another way to sponsor a stream is to have your brand logo on the stream and in the stream’s title. This option is a great opportunity for product placement in the gamer’s camera throughout the stream.  For example, Jack Link’s sponsored three gamers known to have lively outburst, so it aligned well with their “hangry” campaign. Also, a brand could create a special tag associated with the brand or product that would pop up when certain achievements or frustrating fails occur, such as sponsoring a big play in a game.

E-Sports are also a unique sponsorship opportunity for brands. E-Sports is like a professional league of tournaments for gamers, and has really taken off in recent years.  Brands can take advantage of the large viewership of this new phenomenon by sponsoring these big tournaments.  Twitch hosts these live tournaments on their site where people can watch and play, so brands can get online advertising as well as brand integration and real life advertising at the event.  For example, Totino’s hosted a Call of Duty tournament that averaged 30,000 live viewers and handed out pizza rolls to the fans at the tournament.

With Twitch, there are many opportunities for brands to sponsor celebrities, streams and tournaments in the gaming world. This unique streaming site allows for brands to reach a new audience, specifically male gaming millennials. Twitch is also currently working to expand their user demographic, branching out from gaming to include cooking, painting, beauty tutorials and more. This allows for a variety of opportunities for brands to take advantage of this growing platform and reach millennials in a new and exciting way with influencer marketing.

Photo credit: Flickr.com

Innovative Celebrity Marketing Uses of Athletes during the Olympics

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How Brands Cut Through the Clutter, and Made Their Olympic Spots Pop in the 2016 Rio Games

Nike and Under Armour posted and sponsored content leading up to and during the Olympics that caught the audience’s attention and created excitement. Using relatable story-telling, captivating visuals and utilizing non-Olympic athletes made their ads shine during the Rio Games.

Nike has always been known for their visual story-telling and airing their advertising at the most opportune time to pull on the audiences emotions.  This year in Rio was no different for Nike when they aired and posted origin stories of some of their top athletes.  The best example of this is a spot featuring Simone Biles, the star of the United States Women’s gymnastics team.  The video was thoughtfully planned out before the games showing Simone training for Rio and clips from her younger days, while her mother spoke about Simone’s journey to gymnastics greatness.

Nike got one of the most popular artists right now Chance The Rapper to write a song and star in a USA Basketball promotion.  The lyrics are inspiring, incorporating the U.S. National Anthem and Constitution, along with delivering a message of togetherness and unity, not only as a basketball team but as a country.  The video displays all of Nike’s basketball athletes, and projects them on houses and buildings in a city.  This visual really gives you a sense of “home” while pulling on the audience’s patriotism, especially when it airs and is posted right after Team USA just won gold in basketball.

Nike also highlighted their athletes on social media with short pre-recorded GIF’s, posting them to twitter while the athletes were competing.  These short videos were very aesthetically appealing to the eye, and featured Nike’s famous tagline, Just Do It.  These visuals were great at standing out on crowded social media news feed, and generating buzz because you were currently seeing the athlete on TV.

Under Armour (UA) had to think outside the box to create social media content due to the new IOC’s Rule 40.  One way they accomplished this was UA basketball star Steph Curry tweeting about fellow UA team member Michael Phelps on twitter to his 6.7 million followers.  He tweeted out emoji’s representing Phelps dominance in the pool with the Phelps Olympic hype video, and UA’s notable tagline “IWILL” which gained a lot of social traction.

Another innovative way Under Armour created content was with Anthony Joshua, a boxer on their team of athletes.  Joshua, current professional heavyweight, won the gold medal in the 2012 London Olympics, and was in Rio as a spectator at this Olympics.  UA live streamed an Anthony Joshua beach workout on their Facebook page, along with live posting his workout on their Snapchat story.  They kept the Olympic theme as he was in Brazil and used Rio Snapchat geo-filters without any copyright infringement, as well as echoing their message of discipline and fitness.

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