Dive Brief:
- Google and media brand Good Worldwide have partnered for GoodFest, a music festival that will be live streamed on YouTube and Facebook Live beginning Nov. 29, promoting Google’s Pixel phone as well as five charitable causes, as detailed in a Good press release.
- Each concert will be positioned as a social impact opportunity by connecting artists and people around specific causes through music, culture and technology. Ticket sales for the five shows in five different cities as well as online and text donations will support the nonprofits and Good will raise awareness through sponsored content and media partnerships.
- The events will also be filmed for virtual reality distribution via Google’s Daydream headset. Pixel cameras will be used to capture images and behind-the-scenes content.
Dive Insight:
Live streaming continues to grow as an opportunity to get in front of younger consumers with content that would have traditionally been broadcast — or in the case of GoodFest — viewed in person.
As live streaming gains influence, the GoodFest program is a good example of how content can be incorporated into an integrated marketing campaign. To date, much of live streaming content has been one-off broadcasts, with marketers sometimes finding it a challenge to build excitement, draw audiences and turn the experience into an opportunity for ongoing engagement — something an event like GoodFest can address.
By integrating the live stream with the GoodFest site, the event allows for richer interaction. For example, marketers can enable audiences to ask questions, post photos and explore product pages for any related merchandise.
Another challenge marketers face with live streaming is determining which platform to use.
"With the launch of GoodFest, we're continuing to redefine what content and captivating experiences mean for tomorrow through the use of digital festivals and virtual reality today," said Eddie Revis, NA Director of Partnerships + Emerging Media, Essence, the digital agency, in the press release.
