Pernod Ricard is testing out the engagement potential of live video streaming, using Twitter’s Periscope player to let Chivas Regal fans watch a series of inspirational talks about disruptive marketing and business strategies.
The whisky maker has been rallying its Twitter followers (see below) all week to tune in to the sessions, which take place in Silicon Valley and are presented by various entrepreneurs including branding business Moving Brands and designer Yves Behar.
Periscope is being used to make what would normally be reserved for a few open to the masses, with keen-eyed fans able to tune and watch the talks as they happen. The talks take place over three days this week, with each tackling a different topic; Session one is on the importance of branding to start-ups, session two is on how design can help create great experiences and change lives, while the third offers advice on how to nurture disruptive leaders.
— Chivas Regal US (@ChivasRegalUS) July 22, 2015
Twitter launched Periscope earlier this year and as such brands are still getting to grips with how it could fit in their marketing mixes. While video continues to be one of the fastest growing mediums, marketers are easing themselves slowly into the technology, wary of committing to a fledging service to soon.
The talks are part of Chivas Regal’s ‘Accelerator Week’, itself part of the brand’s competition for social entrepreneurs, The Venture. Some 16 contenders have been whittled down from thousands of entries to receive some tips during the week from those that have successfully launched their own ventures before having to pitch for the remaining $750k of the $1m funding pot. The final on Friday is being presented by Comedian and host of the Late Late Show, James Corden. The judges include the actor, Adrian Grenier, and the Chairman and CEO of Pernod Ricard, Alex Ricard.
It forms the latter phase of The Venture, conceived by AnalogFolk with the advertising campaign handled by Havas Worldwide.