Big Brands Use Live Streaming to Skyrocket Consumer Loyalty

Are you one of the many people who are watching the phenomena of mobile live streaming from the sidelines? Have you wondered if you could use live streaming to build your business? Are you scared of turning on the camera because you won’t do or say the right thing?

Fear not! Similar to starting a new website was twenty years ago, live broadcasting is the powerful new development within social media platforms that’s poised to become the cornerstone of every brand’s digital strategy. Using live streaming to help develop your social messaging will save you time and build a stronger connection with your audience.

Savvy marketers can use live broadcasts as the basis for their blogs, tweetable moments, and to support Facebook, Instagram, Pinterest, Vine, Snapchat, and more–easily providing fifty or more social media posts per stream! You can boost sales, increase transparency, and build loyalty with your live streams by engaging your audience across your entire social media horizon.

Here are some of the top ways big business has used mobile live streaming to engage an audience. Your brand can use these techniques to do the same.

Behind the Scenes/Backstage Access Streams

An early adopter of the mobile live streaming phenomena is Red Bull, who used broadcasts to engage with their customers in a way that reflects their brand image. In a move any brand could replicate, the beverage giant used live streaming to broadcast an event they called the Red Bull Guest House (#RBGuestHouse). The event was an ultra-exclusive weekend long party in Miami Beach featuring such performers as Lil’ Wayne, George Clinton, Todd Terry, Seth Troxler, Hudson Mohawke, and Questlove.  

Red Bull covered the weekend long event with photos, social posts and live streams, using Facebook, Twitter, and Periscope. The live broadcasts featured guests, behind-the-scenes access to live performances, and exclusive interviews with the artists.

Dunkin’ Doughnuts also used live broadcasts for an event they called DD Summer Soundtrack–a five-concert series with musical performances, videos, customized playlists, and behind-the-scenes action. They used Periscope, Facebook, Vine, Twitter, YouTube, Instagram, Snapchat and Spotify to share their live streams giving them a massive social media presence across all their channels at the same time with the same promotion.

The reason these behind-the-scenes broadcasts are a  popular way to let the audience get to know you, and what it’s like behind the face of your brand. For companies, these broadcasts show the audience an intimate look inside your business introducing transparency and building loyalty.

GE recently launched a campaign delving into what the multi-faceted corporation has going on behind the scenes. The company used live streams to give customers a view of its facilities and educate followers on all the things it’s involved in–boosting transparency and increasing customer understanding of its offerings. GE is banking on broadcasts to earn the loyalty of a younger demographic.

Avid football fans and followers of the Green Bay Packers are treated to live streams from the sidelines, along with up-close views of their favorite players; sharing developments throughout their games and giving the team an opportunity to connect with people in a whole new way.

Likewise, Nascar fans have been given the opportunity to connect with drivers–many who have begun using streaming services to engage with fans on a very personal level–giving them a backstage pass to what few people are fortunate enough to see. Popular drivers like Tony Stewart and Dale Earnhardt Jr. are just two drivers who have taken advantage of these broadcasts. In fact, Dale Earnhardt Jr. used mobile live streaming to introduce and advertise his newly opened restaurant to increase business.

Promotions/Exclusive/Gaming Streams

The first brand to use live streaming for an online promotional contest was Doritos who ran a game called #DoritosRoulette to draw attention to a new product. The contest featured online games of chance; live giveaways styled as a game show, and many other opportunities to win prizes by tagging just three of your social media buddies–just imagine how many new viewers a promotion like this could bring to your broadcasts. The campaign coordinated with Twitter, Vine, and Periscope, creating massive exposure for the new product and a substantial number of new followers for Doritos.

An obvious choice for live stream gaming is EA Sports who broadcast previews of one of their recent games, Madden 15. They broadcast footage of NFL stars such as Patrick Peterson and Odell Beckham Jr. as they played the game and answered live questions.

Taco Bell found some creative ways to use live streaming to boost its brand exposure and promote a new product through giveaways. Taco Bell released a Cinco de Mayo special announcement alerting consumers of a new product giveaway. On May 5, the chain offered guests a free Biscuit Taco. The announcement was a first for the company who also leveraged other social media channels to reach a greater range of consumers.

Another fast-food chain who has cashed in on mobile live streaming with broadcasting a variety of contests is Pizza Hut. The brand found it’s much easier for people to get excited about a competition when they can watch it happen live. The momentum around the event increases the shareability of the broadcast, so the marketing team went live with video footage and interviews with participants.

Running a promotion, contest or game in your live stream is an engaging way to excite your followers and provide them with discounts, coupons, and ways to win. The only restrictions are the limits of your imagination.

Tutorials

Tutorials are a great way to help customers use your products and services more effectively while building confidence in your brand. Benefit Cosmetics regularly hosts broadcasts demonstrating the utilization of the brand’s makeup and other cosmetic topics. They started transmitting tutorials because not all of their customers could attend in-store demonstrations. These online demos give the brand the opportunity to talk in-depth about their products and show their customers how to use them.

Adobe streams tutorials about their technical products–providing intensive training sessions that walk viewers through the inner workings of their products and how to use them. They have even streamed day-long events where Adobe employees hosted the audiences, walking step-by-step through the entire suite.

Product Demos

A favorite dog product manufacturer has done a great job showcasing their products with adorable-ness. BarkBox used live streaming to broadcast lovable puppies interacting with the company’s products, fostering the brand’s image as dog lovers. These videos are extremely popular across the brand’s social media platforms.

Auto manufacturers have caught the live streaming bug, using broadcasts to show specific benefits and features of vehicles. Lincoln is one such company that has turned to streaming to boost its brand to younger demographics and inform those customers about new vehicle designs. Introducing car design while showcasing modern technology is smart marketing and is building a new generation of loyalty.

Press Release/Conferences

Adidas used mobile live streaming to reinvent the press conference with the signing of an endorsement deal with soccer star James Rodriguez. Although it only lasted for 20 seconds, they were the first company to use live streaming in this way and showing this type of broadcast as an attractive option.

Affiliate/Influencer Marketing

Nestle’s used live broadcasting in a very different way, asking influencers to post streams of them eating Nestle’s new Drumsticks on their channels and including the campaign’s hashtag. Nestle took advantage of influencer marketing to gain a massive new audience.

Live Q&A

Live Q&A is a favorite type of broadcast that Mark Zuckerburg used to introduce the newest features of Facebook Live with a tour of headquarters. Live Q&A sessions are an easy way to answer consumer questions and deliver customer service simultaneously.

Similarly, T-Mobile engages with customers by hosting live Q&A sessions with its executives, answering audience questions and updating their followers on company information.

Reality Shows

One fresh use of live streaming that may fuel the development of a whole new way of using broadcasts comes from a company in France called Orange France. The brand has taken mobile streaming to a new level that approaches professional live streaming by incorporating its existing television marketing strategy. Orange France has created a reality show that simulates live first dates and allows viewers to engage with the actors by giving the advice to get through the date.  The shows are entertaining and original.

Every day there are exciting new ideas in live streaming. With platforms like Busker, a live streaming site where you can literally sing for your supper to Blab, where you can involve people from multiple locations/devices on one broadcast–innovative ideas for engaging content are bound to come. Using these platforms to engage with your customers while reaching out to larger audiences will produce a win for your brand.

Red Bull       Dunkin Doughnuts      Adidas     GE      Doritos     Taco Bell     Pizza Hut      BarkBox       Nestle      Orange France

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