Global Media Agency OMD requested Streaming Tank to live stream Rimmel London’s first-ever online flash sales through Twitter – endorsing Rimmel’s 180th birthday by giving their followers something back to say thank you for the past 180 years. Over a 4 week period, each Friday Rimmel sold a hero product at just 180p for 180 minutes with ket online retailers with a fantastic sell out success!
Streaming Tank is known for its video streaming innovations and understanding of how different social media destinations engage and spread content. This campaign demonstrates how giving Twitter users something that excites them entices them to Tweet it to their audience and the message can spread like wildfire to users with similar interests.
The goal for this project was to quickly reach Rimmel’s target audience – the ‘always on’ demographic of 16-24 year olds – and drive awareness and excitement around the 180p flash sale taking place online-only across retailers Superdrug, Tesco, ASOS and The Hut Group.
“Twitter enabled us to launch a real-time campaign, where consumers could count down to the sale alongside a live stream housing special content from our 180th birthday party. It was a unique way for us to engage our consumers with our retailers to develop a two way online conversation ultimately bringing the celebration to life as well as exponential growth of our online sales during this time”Pamela Routely, Marketing Director Coty
Streaming Tank’s role covered content preparation, encoding and streaming delivers. Here’s how we did it…
Rimmel London started dropping hints that something special was coming to their 75,000 followers and got the #Rimmel180 hashtag rolling.
Mission Control (Streaming Tank’s Twitter-approved video solution) was placed in Rimmel’s Twitter account. It displayed a countdown and the conversation started on Twitter.
Streaming Tank can push any content into Mission Control at any time. For #Rimmel180 it was intermittent clips of video content we’d pre-edited into a package – the advert, behind the scenes footage, and snippets of interviews with Kate moss.
As the countdown ended, the player became a clickable “SALE” slate taking viewers to online stores so they could buy the product.
180 minutes later, the chosen product was sold out across online stores nationwide.
If you’re interested in how we can innovate your digital campaigns with online broadcasting using the latest technology contact Streaming Tank on firstname.lastname@example.org or on+4402033271738.