Fashion Meets Live Streaming At NYFW

What Happened
The future of New York Fashion Week will be live streamed. While approximately 100,000 people attended last September’s shows in person, 2.6 million live-streamed them instead. This year, the streams are going mobile, as Ralph Lauren announced it’s broadcasting its Collection show live on Periscope next week. Moreover, Rebecca Minkoff recently packaged its fall 2015 show into a virtual reality video with Jaunt, a California-based cinematic VR company, for an immersive viewing experience.

What Brands Should Do
Fashion shows are usually well-produced luxury experiences, and fashion brands would be missing out on the opportunity to reach a wider audience if they don’t take advantage of nascent media platforms and emerging technologies. Moreover, brands like Calvin Klein and Tommy Hilfiger have started to include buy buttons on their live streams that link to their online shops, turning the content streams into direct sales channels, something that more brands should explore.


Source: Racked

Livestreaming Continues To Evolve With Branded Streams And Mirrativ

What Happened
Mobile-based livestreaming continues to gain momentum as eight brands – including Taco Bell, CoverGirl, Verizon, and Pepsi – sponsored branded Periscope streams for this Sunday’s VMAs on MTV channel. Though not the first time brands have sponsored a livestream, this is definitely the largest one in scale so far.

While existing livestream apps such as Meerkat and Periscope captures their feeds from the phone’s cameras, Japanese mobile game maker DeNA is looking to flip the script by allowing easy streaming of one’s screen display. Last week, the company announced Mirrativ, an Android-based livestreaming platform that essentially brings Twitch’s interface to mobile, as it uses the phone’s camera and microphone to capture the stream host’s face and voice while also capturing what’s on the screen’s display.

What Brands Should Do
As livestreaming continues to evolve as an emerging media platform, we expect to see more brand opportunities and content formats arise as experiments continue. Mirrativ, while positioned as a game livestreaming app, could easily be repurposed for live app demos or customer services a la Amazon Fire’s real-time Mayday tech support. And branded livestrreams during big media events offer brands a great shortcut to get their content in front of a mobile audience in real time. Therefore, brands that wish to stay connected to today’s mobile-first consumers would be wise to start exploring the vast potential this nascent media platform holds today.


Source: AdWeek & VentureBeat

How Brands Are Increasingly Utilizing Live-Streaming

What Happened
Mobile-first live-streaming platforms are on a hot streak of late. As SXSW-breakout Meerkat and Twitter-owned Periscope continue to duke it out for the top spot, formidable newcomers launched by Facebook and Samsung also look to capitalize on the live-streaming craze.

Unsurprisingly. some early-adopting brands have already started experimenting with this rising platform. For example, Coach and Taco Bell used Periscope for live announcements of new products and special offers. To better engage with fans in real time, Nissan and Target offered fans exclusive, behind-the-scenes footage, while Benefit Cosmetics hosted live Q&A sessions about their products. Meanwhile, brands like JCPenney are using it to host celebrity “takeover” sessions to appeal to a larger fanbase on social media.

What Brands Should Do
As the examples mentioned above demonstrate, there are a variety of ways that brands can utilize the live-streaming platform to connect with today’s mobile-first consumers. Producing live content may be a bit trickier for brands due to its “high-stakes” nature, so it is crucial that brands and agencies have a live-stream strategy in place and carefully choose the right ways to engage with a live audience.

To learn more about how your brand can utilize live-streaming to reach a wider audience, read our recent Fast Forward feature on live-streaming.

Source: Digiday

The First Brand-Sponsored Periscope Stream Is Here

Read original story on: AdWeek

Nestlé has snatched the honor of becoming the first brand to run a paid campaign on live-streaming app Periscope. Working with social influencer platform Izea, Nestlé hired a few Periscope personalities to broadcast classic summertime scenes featuring the Drumstick ice cream cone to their followers, in addition to opening an official account to provide similar content streams.

Ever since Twitter launched Periscope in late March to compete with this year’s SXSW breakout Meerkat, the two apps have been locked in a heated competition that brought much attention to live streaming on mobile. As a result, brands have been quick to follow the audience as well, as we see publishers, cable TV, and even auto brands started to experiment with this emerging media platform, all in attempts to connect with today’s fractured audience. Now that Nestlé has tested water with branded streams, we expect to see more brands to try it out. Twitter also offers their 6 general tips for brands getting on Periscope, although it mostly involves buying promoted tweets.

Meerkat’s Makes TV Debut At The CMT Music Award

Read original story on: AdWeek

Live-streaming app and SXSW breakout Meerkat teamed up with cable channel CMT and Mountain Dew to give users a front-seat view of country duo Florida Georgia Line’s performance during the CMT Music Awards aired this Wednesday. A live, exclusive angle of a TV event with a brand sponsor is a first for Meerkat, who has been eagerly conquering new grounds to stay ahead of its better-funded, Twitter-owned archrival Periscope.


Head image taken from

Periscope Users Live-Pirated The MayPac Fight

Read original story on: The Verge

This past Saturday night, the welterweight boxing championship match between Mayweather and Pacquiao captured the nation’s attention. Yet the pay-per-view content providers HBO and Showtime weren’t happy when they found out that a handful of paid viewers used live-streaming app Periscope and, to a lesser extent, rival app Meerkat, to re-broadcast the fight to thousands of non-paying fans. Twitter CEO, Dick Costolo, even declared Periscope the “winner” of the night via a tweet, but the obvious piracy issue here no doubt undermined such victory.

Despite the complications it causes in re-broadcasting live events, the rise of live-streaming apps also brings content creators new channels to connect with an increasingly fragmented audience. HBO itself used Periscope to offer a behind-the-scene look into Manny Pacquiao’s dressing room via Twitter. When it comes to live-streaming, like many new media platforms before it, there may be more potential that could be utilized by media owners than its downsides.

The NFL Draft Was Periscoped

Read original story on: Digiday

The tight race for live-streaming dominance continues between Meerkat and Twitter’s Periscope, as brands and publishers alike look for a new engagement tool to connect with the increasingly fragmented mobile audience.

For the NFL Draft on Thursday, sports publisher Scout used Periscope to create 15 niche topic-focused broadcasts that covered the draft from varying perspectives. One stream focused on how the draft would affect fantasy sports rankings, for instance, while other channels focused entirely on moves at specific schools.

But don’t expect sports leagues to start live streaming content just yet—the new over-the-top live streaming model undermines the lucrative deals they have with sports broadcasters.

Meerkat Looks To Capture Android Users Before Periscope

Read original story on: Engadget

The saga of Meerkat v.s. Periscope continues as Meerkat launched a public beta test for its Android app last Thursday, looking to conquer the ecosystem before Periscope lands. Yet, with no specific launch date in sight for Meerkat, in addition to Twitter’s confirmation that Periscope is coming to Android “soon,” the race to capture Android users is still too early to call at this point. Yet this remains crucial in their ongoing fight to expand the scope of mobile live streaming.


Head image taken from

Periscope Refines Comments And Discovery With New Update

Read original story on: TechCrunch

Coming off its explosive launch last week, Twitter’s live streaming platform Periscope is now trying to keep up the momentum with a new update, which aims to brings more customization features for users in stream discovery and live commenting. By splitting the live-streams into separate “Friends” and “Global” tabs, users can now easily cut through the clutter and find the streams from broadcasters they care about. Moreover, a new “Follower Only” mode limits in-stream comments to followers only, a good way to filter the rapid-fire live comment streams for popular Periscope users.

Header image taken from Screenshot of Periscope App

By The Numbers: The Meerkat-Periscope Live-Streaming Race

Video is an excellent medium for advertising, especially with the added bonus of immediacy in live broadcasts. So it’s no surprise that some brands are already trying out the two breakout live-streaming apps, Meerkat and Periscope.

Meerkat is the success story out of this year’s SXSW festival. After its debut on the website Product Hunt in early March, the live-streaming app quickly found popularity on Twitter, reportedly amassing over 500,000 users.


Not to be outdone, Twitter first cut off its support for Meerkat integration and launched its own live-streaming app Periscope last week, which built on Meerkat’s SXSW buzz to quickly surpass it in popularity, as shown in the chart above, detailing tweets with links to each service in the past week.

Screen Shot 2015-04-08 at 11.08.58 AM

Many expect Periscope to win over Meerkat, given its affiliation with Twitter. But this chart seems to indicate that it is not a zero-sum game. After the initial spike subsided, Periscope has fallen back to around the same level as Meerkat, albeit logging a few thousand more tweets per day than Meerkat consistently. Periscope may be winning at this point, but if Meerkat can find a way to leverage its ties with Hollywood celebrities and not let Twitter won them over,  it might just still have a shot at this live-streaming duel.


Charts courtesy of Quartz, with data from Topsy