Big brands such as Royal Caribbean, BMW and Benefit are going ahead with plans to use live-streaming video to attract some of the most finicky consumers, young millennials who ignore many traditional and online ads.
Periscope, which Twitter bought earlier this year, allows anyone to live-stream an event through their mobile phones, while viewers can participate by sending cartoon hearts across the video feed and typing comments which scroll across the screen for all to see. Some viewers love the chance to interact, with results that can surprise the advertisers. It is still early days for Periscope, which currently does not charge advertisers, and had 10 million accounts as of August, compared to more than 300 million at Twitter.
Some brands are not entirely sold on Periscope as a marketing tool. Snack and beverage company Mondelez International Inc has experimented with it a bit, but has not decided if it wants to make it a staple part of its marketing, said Cindy Chen, global head of e-commerce.
(Source: Jakarta Globe )