Royal Caribbean cruise lines is using Periscope to live-stream a weeklong, envy-inducing Caribbean vacation. The video feeds are also being broadcast on a series of New York City digital billboards.
“A crew and talent shoots the live Periscope stream from the cruise using cellular backpacks or Royal Caribbean’s on-board VOOM system, and as the live stream happens, social and media people in Boston and Miami trigger paid media and engage in the conversations,” explains Dustin Johnson, agency MullenLowe creative lead for social and digital, to Fast Company‘s Co.Create. “Then, once the stream ends, a control room in Los Angeles lightly moderates the Periscope feed chat that appears on the video to remove things like curse words, then we recapture that footage on a phone, do a rapid fire cut-down for time, and orient the film for the three different billboard sizes. Then we traffic the assets to billboard partners whose networks to the billboards were not designed for fast turnaround of video.”