Brands in the food and beverage industry are entering the live streaming space through platforms like Periscope and Meerkat. Popular brands like Mountain Dew, Starbucks, Nestle, and Red Bull are using live streaming to give customers a behind-the-scenes look, engage influencers to promote campaigns, and create an exclusive experience for viewers. While live streaming is new for marketing, it allows brands to connect with customers in real-time and build conversations through interactive content.

1. WELCOME TO THE SHOW!
Food & Beverage Brands Enter The Live Stream
September 2015

2. What
about the
brands?
In July 2015, Roker Labs analyzed the quickly growing world of live
streaming on Periscope. In association with Dextro, we identified the
inaugural class of 2015 Periscope stars.
Which brands are
live streaming?
What kind of
content? Is it
resonating?

3. We set out to look at the FOOD category. WHY?
§ Food & Cooking continues to be a massively popular and mobile category across a
variety of media platforms – from books and magazines, to TV and digital.
§ The food category transcends a number of categories that touch the lives of
consumers every day.
§ Thanks largely to Millennials, Food & Cooking have pivoted towards new media, with
cooking apps, online “TV” programs, delivery services, digital couponing, and heavy
social media content sharing. Will this audience pivot to Live Streaming?

4. Food is Massive and Mobile
Live Streaming is the Next Step!
1. Food market is increasingly online
4
2. Viewers are moving beyond traditional TV
§ food views grew 280% in 2014
§ Millennials watch 30% more food content than other demos
§ Food is top category on
3. Insatiable Retailer and VC Interest in Category
§ Think QVC, Amazon, Walmart, Instacart, Plated, BlueApron
§ Food is #2 subscription commerce sector

5. We Reviewed The 140 Most Advertised Brands Globally
Categories: CPG (Food/Beverage), Retail, Restaurants, Services
Nestlé
Drums-ck
Mountain
Dew
Red
Bull
Coca-­‐Cola
Monster
Energy
POWERADE
Pepsi
Naked
Juice
Tropicana
Quaker
Oats
Müller
Yogurt
Stacy’s
Pita
Chips
Doritos
Starbucks
Whole
Foods
Lay’s
Blue
Apron
Plated
DriNaway
Coffee
Try
The
World
Lipton
Dole
Bertolli
Folgers
Nesquik
Yoplait
Pop-­‐Tarts
Chex
Häagen-­‐Dazs
Chips
Ahoy
Ritz
Sour
Patch
Kids
Trident
Gum
Gatorade
Perrier
(Panama)
Chili’s
(Puerto
Rico)
Pizza
Hut
(Venezuela/UAE,
UK)
Chipotle
Pringles
Jif
Tos-tos
Funyuns
Red
Bull
Fuze
Monster
Energy
Applebee’s
Maple
Hill
Naturals
Bolthouse
Farms
KFC
(Arabla)
Domino’s
(Japan)
McDonald’s
(Brazil,
Austria,
Germany)
Coca-­‐Cola
(Venezuela)
Pepsi
Gulf
Coast
Jam
Hy-­‐Vee
(Mankato)
Slim
Jim
Bertolli
Arizona
Iced
Tea
Yoplait
Ball
Park
Gatorade
Gatorade
(Argen-na)
CraN
Coffee
Blue
Apron
DriNaway
Coffee

6. BY THE NUMBERS…
140Total Number of Brands
Reviewed by Roker Labs
Total Number Of Reviewed Brands
Using Live Streaming
15 62
Total Number Of Reviewed
Brands on Meerkat
Total Number Of Reviewed
Brands on Periscope
Total Number Of Reviewed
Brands Using Both
65
7
*data accurate as of 8/29/15

7. Here’s how savvy brands are
engaging with uber-connected
customers through
Live Streaming…

8. § What if the brand you “Liked” or “Followed” just all of a
sudden, started giving away stuff?
§ Mountain Dew started live streaming and showed
their customers some cool swag.
§ Fans who liked/commented on the Mountain Dew
Periscope stream got thanked in real time, and
received Mountain Dew gear by mail.
§ Mountain Dew aficionados
simply had to tune in!
Takeaway:
Start a conversation
with your customers in
real time. Give ‘em stuff.

9. In an effort to get closer to their consumer,
Starbucks simply gave customers a tour of
their coffee roasting plant, live streamed
on Meerkat.
Takeaway:
Bring your customers inside.
Go behind the scenes. Show
them where you work!

10. § Nestle collaborated with online influencers to produce
a series of live streams for the #FirstDayOfSummer
Drumstick ice cream campaign.
§ Periscope personalities streamed classic
summertime themes (like backyards and beaches).
§ Paid media included Promoted Tweets on Twitter
to drive viewership.
§ 100 Twitter influencers also tweeted about the
product
§ Drumstick also live streamed 15 to 20 scenarios
from iconic summer locations.
Takeaway:
Align yourself with authentic
influencers, paid media and
timely content.

11. § Red Bull created an air of exclusivity: The party
where everyone wants to be!
§ Live streams on Meerkat from music artists as
well as poolside, give off an aspirational “fly on
the wall” vibe.
§ Multi-platforms amplify live streams including
Twitter and Snapchat.
§ Social sharing with dedicated hashtags
encouraged further conversation and a peek at
an “exclusive” event.
§ Brand becomes like the event: aspirational and
essential to the hottest party in town!
Takeaway:
Allow customers to crash the party!
Create a shareable “Velvet Rope”
sensation.

12. § Wendy’s tapped YouTube sensations Rhett &
Link to promote Fruit Tree Chillers.
§ Employed YouTube live streaming webcam
technology and a microsite to enable Rhett &
Link to chat with fans in real time.
§ Fans engaged with duo who created songs &
skits about this engagement.
§ YouTube recorded the songs and skits then
sent them, via links, to fans.
§ Live streams through Periscope captured
the duo creating the songs and skits. Had an
“always on” feel.
Takeaway:
Use talent and platforms
that speak to your core
audience.

13. § Frito-Lay tapped Periscope to help promote an
interactive game show called ”Doritos Roulette Live”
as one component of a layered social media blitz.
§ Campaign spanned multiple social media channels
with the team game on Twitter; winner
announcements on Vine; promo images on
Instagram, Snapchat & Facebook; and video
advertisements on YouTube.
§ Multi-platform appeal and “shareability” of content
attracted both the targeted male demographic along
with younger coed consumers.
Takeaway:
Launching a new brand? Add
live streaming to your
marketing mix.

14. § To conjure up the stylish appeal of St. Germain liqueur, they
created "Peep Show,” which they live streamed suggestive
content, simulating old-fashioned erotica with burlesque-
style lingerie.
§ Created by noted film & music video director, Floria
Sigismondi.
§ Four live shows, filmed on an iPhone, were available to
Periscope viewers for 24 hours.
§ During the shows, viewers were able to Tweet their
suggestions for the next scene via Twitter.
Takeaway:
Be clever! Create content that gets
people talking and sharing.

15. § Nationwide “Taste The Change” promotion hyping new
menu included a live streaming broadcast/concert via
Periscope from Times Square.
§ Tagged tweets of consumers were
displayed on billboards in Times
Square and streamed/tweeted/posted
nationwide.
§ Hosted by Vincenzo Landino, a popular
live video and Twitter personality, and
featured music acts Jason Derulo and X
Ambassadors.
Takeaway:
Broadcast across the country…
and around the world!

16. § As an advertiser on the MTV Video Music
Awards (the "millennial Super Bowl“), Taco
Bell sponsored the live streaming segments
via Periscope.
§ MTV pushed out a live streamed Taco Bell-sponsored
pre-show concert the day before the VMA’s.
§ Backstage interviews and Q&A sessions with bands like
Walk the Moon were live streamed and wrapped with
six-second pre-roll ads and sponsored messaging from
Taco Bell.
§ They were boosted with Promoted Tweets on Twitter.
§ Like most live events, creative and targeted social posts
were crafted on the fly and live streamed.
Takeaway:
Live Streaming = Real Time Excitement

17. • What exactly is live streaming? How “live” does live have to be?
• Is it social media? Can we combine with our social efforts?
• What platform/s should we use?
• Who else is doing it? Competitors? Other companies?
• Who’s our audience? Are they actually watching now? What segments?
• Should we do actual “shows” for our customers or ads?
• Are there any numbers or real-time analytics to see?
• Can we do this ourselves or do we need our agency?
• What are the costs involved? Resources and teams required?
• What’s our plan and how do we get started like these other brands?
What Are Food Marketers Asking Right Now?
Live Streaming is a new channel. Marketing is now live. Are you ready?

18. THANK YOU
rokerlabs@alroker.com
New York | Los Angeles
@RokerLabs