‘We want our live stream campaign to go viral’ declares the marketing manager.
So the creative agency creates story boards and mock-ups for the campaign and submit a proposal indicating the investment is going to be about €5,000 including design time, influencer engagement and the production team. That is considered really good value given the usual campaigns they run.
But just down the road is something no one would have expected would have become an internet success gaining media coverage from The Guardian, The BBC, The Independent, The Huffington Post and even a mention from Twitter UK – a puddle. Yes that is right – a puddle.
Today I witnessed the most obscure Periscope live stream hosted by a digital agency based in Newcastle Upon Tyne. They have not been using Periscope long – in fact their first live stream was in December. Nor have they hosted many live streams on the app as you will see if you scroll through their Twitter account.
But today they boosted the numbers of followers dramatically and I am guessing it will continue to rise over the next number of hours as it has been featured by Periscope as a live stream replay to watch. (Update 7 January 2016: At the time the live stream was no longer available the Drummond Central Periscope account had amassed 5,297 followers and had 653,996 hearts).
In fact it has become so much of a viral hit that enterprising people have posted bottles of water from the puddle on Gumtree and eBay – bids at the time of writing this article on eBay are approaching £70,000.
In my link to the media coverage you will find an article from the BBC which comments that the puddle that was blocking a path in Jesmond and people in the marketing agency office were watching it each day over a number of weeks to see how people tackled crossing the puddle, so their social media manager decided to live stream the puddle.
It is not clear if the agency messaged contacts or directly approached the media with the story – and while they say in articles there was no campaign involved they were savvy enough to use their company name in the hashtag rather than the road or town where the puddle is.
You can see however that probably members of their team got involved in trying to cross the puddle or at least take photos as in the screen shot below you can see the camera person waving up to the window where the live stream was being taken.
I am sure they have had a boost in web traffic to find our more about their organisation and probably a few people even contacting them to ask about doing business with them. Who would have anticipated that a live stream that went on all afternoon would result in 19,000 viewers at any one time, over 547,800 live viewers and at the time of writing this article which is 2 hours after the live stream tool place, over 14,700 viewers of the Periscope replay.
And Twitter reports there were over 50,000 tweets about the #DrummondPuddleWatch from across the globe.
We saw organisations trying to newsjack the #DrummondPuddleWatch hashtag.
Others such as the Huffington Post created online surveys about the puddle.
What can we learn from today’s Drummond Puddle Watch?
As always, the most unlikely things will capture peoples attention – today it was how people tried to cross a puddle. Perhaps it was so popular as people were watching out for others falling into the water. Or that we love talking about the weather in the UK and Ireland and it was a different angle on all the recent flooding we have had.
So as you consider your live stream content plan in the year ahead, perhaps the answer to what to stream is listening and watching your colleagues in terms of what they are fascinated with – the answer may be just outside your window!
If you are looking for assistance in getting started with Periscope you can watch my free video tutorials here or contact me for a private consultation or online training and mentoring.
DrummondPuddleWatch Update 7 January 2016
It seems as thought the puddle in Jesmond has now been cleaned away by the local council though Tweets have still been going strong for the hashtag.
I found that there was even a Twitter account for the Puddle.
And the results are in for the DrummondPuddleWatch Twitter poll which over 9,000 people participated in.
I came across some short video content from BBC Newcastle’s social media manager which I added to my media coverage curation of the Periscope live stream here. In the radio coverage on BBC Newcastle they mention that the puddle was about 15 foot wide but only about 1.5 inches deep though no one knew how deep it was so they were cautious about crossing. He also shared the following Tweets with me to say that they had covered the story due to noticing the conversation online.
You can see some of the fun media and also brands looking to newsjack #DrummondPuddleWatch in this curation here or view it below.(The curation below only shows where content includes rich media rather than only text.)