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