Nestle Deepens Digital Innovation Presence; Drumstick Brand Employs Video
Nestle is strengthening its digital innovation presence in Silicon Valley to enhance partnerships with startups and leading technology companies, and further develop relationships with consumers by providing them with innovative online experiences and services.
In spring 2016, an enlarged Nestle digital team – with additional staff drawn from the company’s marketing and technology groups – will move into a new office co-located with Swissnex, as part of a coordinated Swiss presence within the ‘Swiss House’ at Pier 17 in San Francisco Bay.
“Two years ago we successfully established a Silicon Valley Innovation Outpost and we look to build and expand on that effort through this engagement with swissnex,” said Patrice Bula, Nestle Executive Vice President and Global Head of Marketing.
“We are committed to working more closely with major technology platforms and startups for possible collaborations to help us engage with consumers in more meaningful ways.”
Nestle will also rotate both marketing and technology talent through the center on short-term assignments to focus on technology trends, tools and development methods, and open innovation models to solve business problems.
NestlE Drumstick Utilizes Video
In other news, Nestle Drumstick is the first brand to use newly launched video platform Periscope to run a live stream with paid media support, in a US social media marketing campaign to mark the first day of summer.
Periscope is a social media platform that lets users broadcast live videos to followers, who can comment in real time and send ‘hearts’ that flutter up on the screen. Since Periscope accounts are linked to Twitter, it posts links that alert users to real-time broadcasts. The broadcasts are also available to replay for 24 hours after each live stream ends, after which they disappear.
Ice cream brand Nestle Drumstick used Periscope to live stream ‘iconic summer moments’ on June 21, including backyard barbecues and a visit to an amusement park. Four ‘influencers’ also created their own Periscope broadcasts, and the brand used Twitter to amplify its campaign.
Videos on the Nestle Drumstick Periscope Channel generated more than 5,000 views and more than 50,000 hearts in just over 12 hours, while influencer broadcasts generated 1,500 views and more than 64,000 hearts.
In addition to the Periscope campaign, Nestle recently launched a new global digital campaign with Google, to help consumers find the top trending YouTube videos on their mobile phones while having a KitKat break.