The Evolution of Foodspotting?
By Jeff Kingman, DigitalCoCo Director of Business Development
This past week at SxSW, the new hot tech darling has been Meerkat, a platform to video live stream your world on Twitter.
As a digital branding agency, we paid attention, downloaded the app and started playing. As a digital agency focused on the restaurant industry, our app playtime asks: (a) How can foodservice brand marketing use it, (b) How will consumers use Meerkat around dining, food and beverage, and hospitality experiences, and (c) Is it a platform that marketers should consider? A fourth factor we are pondering is Twitter's purchase of similar service called Periscope.
While we continue to test and measure Meerkat and Periscope (we're geeky that way here at DigitalCoCo), we wonder if prosumer foodies might crowd-live-stream eat at a high-end chef's table event, or whether a customer with a gripe against a brand might live stream every experience they have with that brand. Could these platforms be used by food activists -- or other activists -- who are intentionally setting out to target a brand?
Digital brand development is not just about aggregating fun content or shooting some videos for Youtube with the brand founders. Digital brand development takes street-savvy, data-hungry and tech-geeky "let's break it and see how it works" thinking based on test and measure foundations.
At DigitalCoCo, we actively hunt for these opportunities to test, measure and produce superior results in our work. Often, we are live-testing tactics and strategies on our own publishing work at Foodable Network (which is distributed to over 750,000 foodservice decision makers every month).
Wrapping up, we invite your conversation on live streaming video apps like Meerkat and Periscope, or on any other marketing topic:
- Will Meerkat and Periscope impact the hospitality industry?
- Is your brand assessing risk of activist use of social platforms?
- Does your marketing team try to break social platforms?