E Online is bringing its celebrity interviews into the live-streaming realm with Periscope in an effort to further expand its audience and create a more personalized relationship with viewers on mobile. 

The online division of the entertainment network aired its first interview on Periscope with the stars of the upcoming film Jurassic World, Chris Pratt and Bryce Dallas Howard. The interview included games and real-time answers to users? questions in an attempt to bond with consumers on a more personal level. 

"Periscope is new, growing and self-contained," said Amy Gale, associate planning director at Isobar US. "As such it is a low risk way to explore live streaming directly to a social audience.

E Online will benefit by expanding their digital reach," she said. "They will enjoy staying relevant in a landscape that is continually shifting and being redefined.

"The direct, live connection point between content and community has the potential to transform and evolve how content is produced. E Online has the benefit of generating learning from a growing audience, who are beginning to redefine video viewing behaviors. At the same time they will be shaping expectation as an early mover."

Personal promotion

The network?s use of the live-streaming platform creates another channel for the brand to reach viewers, and in turn increases its audience. The more platforms that E uses to access consumers the more likely it is to expand its impact. 

Periscope creates a much more private atmosphere for viewers. Live-streams generate a feeling as if fans are speaking directly to the broadcaster. 

The actors answered questions through the application in real time, which furthers a personalized atmosphere and creates more attraction for consumers to engage with the brand and tune in to the live stream. 

Not only does the interview benefit E Online, but it also promotes the film?s upcoming release. Jurassic World is spreading its reach and keeping consumers informed of its premiere with frequent interviews and promotion efforts of actors and film team members. 

The interview with E Online on Periscope is apart of that undertaking. However, for the actors it also creates a greater connection with fans, which can in turn compel a probable chance for them to see the film. 

Consumers that feel a bond or connection to an actor are much more likely to see a film she is in, especially after marketing tactics such as the periscope interview. 

To view the interview users download the Periscope mobile app and follow E Online. Once the stream is live viewers click the link and can watch the interview in real-time. 

This also helps the brand extends its reach through the additional followers it will receive. 

E Online?s interview with Mr. Pratt and Ms. Howard is the first of many, as Periscope will now act as an additional platform to share its content.

While the growing popularity of these live-streaming apps such as Meerkat and Periscope rises, brands such as E Online embrace it but many live event brands scramble with fear as these apps leave opportunity for users to evade rights agreements. However, it seems the benefits of leveraging these platforms may outweigh the downfalls it can cause (see more). 

 

Online cosmetics manufacturer and retailer Julep recently showcased the benefits of a live-stream by revealing a sneak peak of its subscription service through a live stream on Google+ with founder/CEO Jane Park to create buzz and boost the brand's image after a recent setback (see more). 

"It is interesting E are using Periscope in a way that is similar to how they would broadcast an interview on their TV network," Ms. Gale said. "Early brands who have trailed Periscope, such as Spotify or DKNY, have done so as an extension to their social strategy. 

"It is a view into behind-the-scenes content that would grow out of a social strategy," she said. "Interestingly E Online have pushed the content out from their core entertainment proposition with an interview, it is not a behind-the-scenes add on.

"E Online are exploring blurring mainstream traditional broadcast content and mobile live streaming, which is pretty exciting. As mobile video content continues to grow in importance, we know the entertainment industry is taking notice and juggling the fragmentation it brings to viewing behaviors."  

Final take
Brielle Jaekel is editorial assistant at Mobile Marketer