- Nestle used Sunday’s summer solstice as a theme for the first branded marketing effort utilizing Periscope, Twitter’s live video streaming app.
- The campaign was based around the confectioner’s Drumstick brand and included numerous video streams promoting the ice cream product.
- Similar to brands marketing via Vine, Nestle hired Periscope personalities to stream video of summertime scenes, such as visiting amusement parks and enjoying backyard barbeques.
Periscope, Twitter’s live video streaming app competing directly with Meerkat and to a lesser extent with video apps such as Vine, Instagram and Snapchat, doesn’t currently support paid ads, but the first Periscope-specific ad campaign ran Sunday. Nestle used the platform to promote its Drumstick brand with a theme based around the summer solstice. Similar to campaigns marketers have executed on other video apps, Nestle hired known Periscope personalities to stream video of typical summer activities such as backyard barbeques and visiting amusement parks.
This effort marks a strong marketing play for global food company Nestle. Food and beverage companies experimenting with social media and online content include AB InBev's Bud Light, which recently became the first alcohol brand to push out ads on Snapchat, Mondelez's e-commerce leap with "buy now" buttons, plus web series from General Mills and Mondelez.