The Mountain Dew brand, owned by PepsiCo, has been quick out of the blocks to be one of the first brands to experiment with Periscope, Twitter's new live-video app. Mountain Dew put together a three-minute video asking fans to stop by and say "What's up?" and to interact with the brand by sending hearts, comments or questions. In turn, brand swag was shared with the most active viewers.
This sort of marketing venture helps create brand content that isn't limited to TV and video, but occupies the realm of virtual reality. Rather than merely offer prepackaged, linear advertising, the Mountain Dew brand is welcoming dynamic engagement from consumers.
Given that the Mountain Dew brand has previously used Snapchat and the Oculus Rift as promotional vehicles, it's unsurprising that they should take the lead in the new and exciting Periscope medium.
Live-Streaming Soda Campaigns
The Mountain Dew Brand is Using Periscope to Boost Engagement
Trend Themes
1. Live-streaming Marketing - Using live-video platforms like Periscope to engage with consumers in real-time opportunities for authentic brand experiences.
2. Virtual Reality Brand Content - Creating immersive brand experiences in the realm of virtual reality to enhance customer engagement and interaction.
3. Dynamic Consumer Engagement - Encouraging active participation from consumers through interactive features and incentives to foster a deeper connection with the brand.
Industry Implications
1. Beverage - Leveraging live-streaming platforms to promote new product launches, host virtual tastings, and engage consumers in innovative ways.
2. Social Media - Using live-video apps like Periscope to revolutionize brand communication and customer engagement strategies on social media platforms.
3. Technology - Developing cutting-edge virtual reality experiences and live-streaming tools to enhance brand storytelling and consumer interactions.