MANILA, Philippines - Twitter has partnered with Nescafé to unveil 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 the campaign, the duo will create a series of Vines in the Nescafé theme of #StartCreating that will launch this month. 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 Nescafé Red Mug brand ambassador, Raymond Gutierrez, 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,” said Steve Kalifowitz, head of Brand Strategy, Asia Pacific, Middle East and North Africa.
“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 Nestlé Philippines.