Twitter today announced a partnership with NESCAFÉ to unveil a whole new drinking experience with the NESCAFÉ RED MUG Machine live via Periscope this weekend, the best way to share and watch live video broadcasts from your mobile phone. This is part of a larger digital video campaign, which includes the debut of Niche creators Marc Morgan and Gwri Panner in Asia to develop original Vine content for NESCAFÉ Philippines that will launch on @NESCAFEPH.
This is the first time a brand in Asia Pacific is using Niche, a network of over 20,000 social media creators. As part of Twitter's Brand Strategy team, Niche executes marketing campaigns across the creator network alongside hundreds of leading brands and advertisers. For this campaign, the creative duo will create a series of Vines in the NESCAFÉ theme of #StartCreating that will launch this December.
The multifaceted video campaign from NESCAFÉ Philippines is geared towards the launch of the new NESCAFÉ RED MUG Machine, a convenient and easy-to-use appliance that prepares café-like concoctions for coffee aficionados in the comfort of their own homes.
With Periscope, people can participate in the live broadcast of coffee moments with local celebrity and newly appointed NESCAFÉ RED MUG brand ambassador, Raymond Gutierrez, leaving him comments and hearts as he introduces the new machine. Using the state-of-the-art coffee maker, Periscope viewers can learn a new coffee recipe from Raymond in real-time as he prepares his own version of the Vanilla Chilled Coffee at the event, as well as join Raymond and his friends in their holiday season games and celebrations.
"Digital video engagement is growing exponentially in the region and live video is a huge draw for today's mobile consumers," Steve Kalifowitz, Head of Brand Strategy, Asia Pacific, Middle East and North Africa, said. "It's great that NESCAFÉ is willing to innovate and provide a differentiated customer experience through videos with the launch of the RED MUG Machine."
"We are pleased to partner with Twitter for the launch of the new NESCAFÉ RED MUG machine to drive innovative experience,” said Donald Howat, Business Executive Manager for Coffee and Creamer Creations at NESTLE Philippines. “The NESCAFÉ RED MUG Machine is a key innovation to level up the coffee experience at home using NESCAFÉ CLASSIC and NESTLÉ COFFEE-MATE.
Twitter is an excellent partner to bring to life exciting moments to consumers. Periscope’s real-time broadcast amplified via Twitter will bring coffee enthusiasts much closer to experiencing the new NESCAFÉ RED MUG Machine so that, just like Raymond, they too can #StartCreating.”
For updates on the launch of the NESCAFÉ RED MUG Machine on Periscope and Vine, as well as more details about the product, follow @NESCAFEPH on Twitter and search for the hashtag #StartCreating.