This document discusses the rise of the live streaming app Periscope. It was originally intended to allow people to broadcast their perspectives in real-time but has been adopted by major brands and TV shows to promote awareness. Examples are given of companies like Anthropologie, Spotify, Mountain Dew, and the show Empire using Periscope to engage fans. The conclusion is that Periscope has become a popular new platform for live brand promotion and content distribution that competitors will need to address.

1. Christina Allison, Julie Gelb, Courtney Inbody, Chelsey Lustig
The Rise of
COM 427 | December 17, 2015

2. What We Wanted to Look At!
● Periscope presents a unique way to engage in
real-time
○ Original goal was to allow people to view the world
from another’s perspective
○ Brands took over and used it for consumer
awareness
○ Was named Top iPhone App of 2015 by Apple
● Major companies and television shows
incorporate Periscope
○ Raising awareness about their brands and the new
platform
○ Social media is now a lifestyle we interact with
http://bits.blogs.nytimes.com/2015/12/09/apple-names-periscope-the-top-iphone-
app-of-2015/?_r=0

3. What is Periscope?
● An app which allows people to “go live” through
a mobile device
○ One simply logs into the app and can stream
their current actions
● Instead of likes, one gives hearts when they
enjoy one’s stream
○ People can also engage by asking questions
● The broadcast only stays live for 24 hours
● Purchased by Twitter in February 2015 with a
launch date of March 2015
http://smallbiztrends.com/2015/08/what-is-periscope-how-do-i-use-it.html

4. Travelling the World Via Periscope
● Periscope allows you to travel the world
via your phone screen
○ This application allows you to “explore the
world in real time through someone else’s
eyes”
● Periscope’s original purpose: to let
people travel and share their
experiences
○ Now brands are using it as a new platform to
boost consumer engagement
https://medium.com/@periscope/skip-around-the-world-bd419f1ade3b#.
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5. Regional Interest
● Periscope is especially popular in the Middle East, particularly in
Bursa, Istanbul, and Baku
https://www.google.com/trends/explore#q=periscope

6. ● “At just nine months old, 15% of the top brands on Twitter are now
regularly posting on the app. That compares to 10% that posted on Vine,
while none used Meerkat.”
● “Meerkat launched in February 2015, Periscope launched in March 2015,
and Vine launched in January 2013.”
http://www.businessinsider.com/socialbakers-data-shows-brands-using-periscope-more-than-vine-and-meerkat-2015-12

7. Anthropologie
and Periscope
● Started using it on Oct 16
● Company has
○ 32,218 hearts
○ 17,007 followers
● Uses Periscope to display tasks one
might benefit from when able to see
how they are done such as:
○ DIY Projects
○ Outfit Combinations
http://www.recperiscope.com/users-Anthropologie

8. Spotify and Periscope
● Spotify wanted to use Periscope to make
more personal connections to fans
● In March, Spotify premiered their first live
stream surprise concert of Connor O’Brien
from the band Villagers
● Giving fans a behind the scenes look at
what goes into the music
http://www.adweek.com/news/technology/4-ways-brands-are-
already-using-twitters-periscope-app-163729

9. LIVE on #Periscope:
@realDonaldTrump
● Trump announced he would host live weekly
interviews via Periscope
○ Facebook Live had technical difficulties
as a result of too many people
attempting to connect
● Attempt to reach Millennials via social media
as opposed to traditional media outlets
○ Other political candidates like Hillary
Clinton have similarly streamed via
Periscope
● Mobile live video streaming to change the
future of politics

10. Mountain Dew and Periscope
● Mountain Dew uses Periscope to show the “Dew Swag”
● They stream virtual reality skateboarding and
snowboarding experiences
● They also stream their branded merchandise and
giveaways to followers who interacted with the stream
● People at Mountain Dew like to jump on every trend
Periscope was a great way to do so and be one of the
pioneer brands to try it
http://www.adweek.com/socialtimes/spotify-mountain-dew-ge-among-first-brands-to-try-
periscope/618260
https://www.clickz.com/clickz/news/2401909/mountain-dew-and-spotify-among-first-to-
experiment-with-twitters-periscope

11. Empire and
Periscope
● One of the most prominent
episodes of Season 2 -- “My
Bad Parts”
○ Hakeem Lyon calls out Frieda
Gatz to a rap battle for his dad’s
last name through Periscope
● Bringing Periscope to
television for a “live
Periscope” session
http://www.hulu.com/watch/872705#i0,p15,d0

12. In Conclusion...
● Periscope is on the rise as a way for brands to
promote themselves
○ Make more personal connections with their
fans and followers
● Competitors such as SnapChat, Vine, and Facebook
Live will need to be on the lookout
○ An explosion of brands flocking to Periscope
for their content in the coming year
● The popularity of live streaming is increasing in
media trends
○ Especially being able to get your content
immediately and conveniently
● 2016, watch out for the Periscope invasion!