The Power of Periscope for Clubs and Sponsors

The way in which we consume sport has dramatically changed with the arrival of the new digital platforms. One of the most recent social networks to appear on the digital sport scene is Periscope, a live video streaming app that was acquired by Twitter in 2015.

Recent statistics suggest that Periscope reached over 10 million users in its first ten days and currently has approximately 1.85 million active daily users. Although many clubs and brands are still learning how to leverage the platform, evidence suggests that if Periscope can continue to attract strong audiences, particularly of a younger demographic, it will become a valuable digital asset for sport brands and properties alike.

(Source: Omnicore)Among the advantages that Periscope offers include the fact that it remains an unsaturated market, it generates real-time engagement with audiences worldwide and offers a unique platform to showcase the authentic identity of a club or a brand.

Below we will outline some interesting ways both clubs and sponsors are currently leveraging Periscope to achieve commercial and communication objectives.

1. BEHIND-THE-SCENES CONTENT
Football fans worldwide have always wanted to get closer to the clubs they follow and the players they admire. With Periscope, clubs can now maximize their engagement by live broadcasting unique behind-the-scenes experiences that allow global audiences to be up close and personal with them.

In this example we see how Paris Saint Germain recently broadcast live via Periscope the team’s warm-up before a league match. The objective is not to compete with the major media outlets that broadcast the games, but rather to offer a platform that delivers unique content to your audience. Let’s face it, wouldn’t we all love to watch how Zlatan, Di María and Cavanni prepare themselves before a big match?

2. LIVE PRODUCT DEMOS
A great way to leverage Periscope by brands is by doing a live product demo. This is particularly relevant for sporting good brands such as Nike, Adidas or Puma that are constantly launching new products and have numerous brand ambassadors that endorse them. A live demo allows potential customers to see the product features in real-time.

In this example we see how Adidas used Leo Messi to showcase his new boots on Periscope and offered fans worldwide the possibility of seeing him display his skills in training. Not only was the product displayed in a non-intrusive way but also offered its audience the unique experience of seeing the reaction of the world’s best player after receiving his new boots.

3. QUESTION & ANSWER SESSIONS WITH PLAYERS
Periscope can also be an excellent channel for sponsors to activate their partnerships. One way of doing so is by hosting live Q&A sessions with those players and club legends that may be part of the rights package of the sponsorship. This approach allows fans to interact and engage with their idols asking them intimate questions from both a personal and professional perspective.

A great example of this was recently demonstrated by ¨Chevrolet FC¨ an initiative born from the partnership between the American car maker and Manchester United that allows fans to get closer to the action and create a community of loyal supporters worldwide. The brand hosted Manchester United legend, Denis Irwin, in a session that was broadcast live on Periscope giving fans the opportunity to interact with one of the club’s most popular players of all time.

4. BROADCASTING BREAKING NEWS
Live-streaming breaking news is also an excellent way to interact with fans using Periscope. Although important events such as club press conferences are usually broadcast across other outlets including TV or Youtube, the advantage that Periscope offers is interactivity. The chat option during the broadcast offers viewers the possibility of interacting live in a unique and authentic manner.

In this video we see how Bayern Munich offers a first-row angle to a team press conference with a live Periscope broadcast. The broadcast offers a different perspective and generates a two-way interaction with the club’s fan base.
Although Periscope has raised concerns in the industry, mainly because of the threats it poses to broadcasting rights, the fact remains that the platform still offers a rather untapped market and presents numerous opportunities for increasing brand awareness, interaction and engagement for both clubs and sponsors in the sports industry.