Like Vine, there are no official advertising products on the mobile live-streaming app Periscope. However, that doesn’t stop brands like KMart from experimenting on the platform. As part of a campaign to revitalize its signature “blue light special” sale, the discount retailer partnered with influencers on Periscope and Snapchat to post videos live and in-store. According to WiFi data published by Digiday, the promotion resulted in nearly 30,000 engagements, and mobile use of the KMart app increased 600 percent over the Black Friday weekend.
Bulgari: A Glamorous Roman Holiday
Luxury Italian accessory brand Bulgari decided to take consumers on a Roman holiday with an interactive microsite featuring Roman monuments and a scavenger hunt for Roman treasures. A companion campaign featured three influential fashion bloggers on a “Glamorous Roman Holiday” together. Other bloggers also documented their Roman experiences. The Bulgari campaign demonstrates the power of using narrative to create aspirational brand connection. While Bulgari worked with influencers to reach social media audiences, it was the brand’s own authentic love for its Italian hometown that really shone through.