Again, we see technology
working to bring us bang
up-to-date with the present day.
Now, most of us are equipped with tools that are powerful enough to capture life as it happens around us and share it with the world in milliseconds. Living ‘in the moment’ is becoming increasingly relevant and sharing moments from our lives, as they happen, is steadily becoming a part of the way we interact-thanks to video-sharing services such as Youtube, Facebook and Instagram. Increasingly, these services are provided in an ephemeral manner-once something is shared, it can’t be seen again. This is content designed to help us share moments, not preserve them in musty archives.
This is part of a growing acceptance that just because we can digitize, analyze and store pretty much anything now, we don’t really need to. A beautiful sunset can be shared with friends halfway around the world but they probably don’t need a photo or video of it to keep for the rest of their lives. Likewise, live music, comedy and performance art are enjoying newfound popularity among audiences seeking entertainment that’s more spontaneous and transitory in nature, and not simply streamed from an online archive of scripted material. Yes, streams of these sort of events and activities may inevitably end up archived and being enjoyed after the fact by other audiences. But those who were there when it happened-either in flesh or watching a live stream-have moved on to material that is newer and fresher still.
Of course, business has played a part and will continue to capitalize on this trend- Facebook Live could become as important a platform to advertisers as television, it has been predicted. Live streams of events, such as concerts or sports games, will increasingly generate revenue as brands tune in to the 'real-time' generation. The current trend in data and analytics is for real-time insights that bring second-by-second insights to the attention of decision-makers. Walmart, for example, discards any transactional data more than a month-old from its merchandising analytics, as it is too connected to expired trends to be useful. In 2017 and beyond, anything which isn’t ‘now’ is going to seem increasingly old hat.
Live streams of events, such as concerts or sports games, will increasingly generate revenue as brands tune in to the ‘real-time’ generation.
Red Bull Stratos
Red Bull is considered to be the pioneer in live video streaming through channels such as Youtube and Periscope. Their primary focus has been to engage with customers in a way that reflects their brand image, by live-streaming various events in sports, music and entertainment. They started off with the historic Red Bull Stratos campaign, which garnered 8 million eyeballs and broke the record for most-watched live-streamed video.
Selfie-taking Soda Bottle
Advertising agency Gefen Team, from Tel-Aviv, Israel, recently created a Coca-Cola bottle that makes it possible for people to capture themselves in the act of drinking. The Coca-Cola Selfie Bottle has a custom-designed camera that perfectly fits over a half-liter Coke bottle and includes proprietary technology to pick up on whenever there is a 70-degree tilt, or when someone is likely to be taking a swig of the drink. The Selfie Bottle was created for the Coca-Cola Summer Love, which is the biggest brand outdoor event in Israel. All the pictures taken with the Selfie Bottle were shared on Coca-Cola's Snapchat, Instagram and Facebook, making it possible for people to capture a myriad of special moments without having to stop, snap a photo and share on social media.
Building brand equity through live streaming has been the mantra for Benefit cosmetics. They host a weekly show on Facebook live called Tipsy Tricks, where they talk to guests while sipping cocktails and discussing beauty hacks. Rather than conducting the age-old, in-store demonstration, they interact directly with their customers through live streams. With a highly engaging show of 20,000 hearts, the show is filled with a large scoop of entertainment, personality and a splash of entertainment. Benefit truly seems to be benefitting by this real-time sharing strategy.
Adidas Centered Lifestyle
Live-streaming might just work well if you want to kill FOMO for your fans and followers. That’s what Adidas did by live-broadcasting the signing of James Rodriguez by Real Madrid. Adidas became the first company to add real-time content sharing into its marketing mix. Since then, it has been using the medium to showcase not only Adidas products but also to show its commitment towards a fitness-centered lifestyle.
Cinco de Mayo Snapchat Lens
Ever dreamt of having a Taco for a head? Taco Bell captured the imagination of its millennial audience by launching a campaign by sponsoring on Snapchat lens. Customers had their heads turned into a giant Taco Shell on Cinco De Mayo. The campaign broke all records in the history of apps by garnering 224 million views and this was only for one day. Taco Bell has a dedicated in-house Snapchat team, which interacts with fans around the world and comes up with real-time and planned content.