Several quick-service restaurants (QSRs) have been early-adopters of livestreaming, as marketers from Dunkin’ Donuts, Wendy’s, and Taco Bells shared some of their insights in using live video as a marketing channel with Digiday. The three QSR brands agree that livestreaming is a great way to connect with fans and boost online engagement in real time. While Dunkin’ Donuts and Taco Bells leveraged livestreaming to show customers some behind-the-scene peeks into their operations with kitchen tours and special events, Wendy’s partnered with social influencer Cody Johns this summer to promote its Baconator burger by making one live on air.
What Brands Should Do
Brand marketers looking to enter the livestreaming arena should take a cue from what these QSR brands are doing and learn from the insights and strategies they developed, from the necessity of fast and reliable internet connection in order to ensure the stream quality to letting the social media personalities take the center stage to avoid overt product promotion. In addition, it is also important for brands conducting live video sessions to remain nimble and open-minded to interact with the live audience and offer appropriate responses so as to maximize engagement.