Special Report: Brand Livestream
Kevin Best, Contributing Editor, BrandStorytelling.tv
Highlighting Impactful Live Streaming
The All New QX55 Streaming Concert Experience
Celebrity/Influencer: Aloe Blacc
Date: November 17
Days after Honda unveiled its latest Civic live on Twitch, Infiniti continued the new trend on Youtube with the reveal of their new QX55. While both events turned in around twenty thousand viewers, the two car companies took very different approaches to this new format. Infiniti’s event, which was packaged as an Aloe Blacc concert, lasted over 30 minutes, feeling much more like an “event.” This was in stark contrast to Honda’s reveal, which was only a minute-long, pre-made video of different angles of the car. The hype of Honda’s reveal didn’t seem to meet expectations, something that Infiniti hoped to not repeat.
Infiniti began with their new car shrouded in darkness onstage behind Blacc, only to be revealed with bright lights during the climax of his song “The Man.” While Honda didn’t have anyone from the company speak during their initial reveal, Infiniti opted to show a pre-recorded conversation between their Senior Vice President of Global Design and the General Manager of Product Planning. The two men spoke about why the QX55 was a dream project to work on, and their inspirations for the design. This section might not have included all of the car’s features avid fans were expecting or hoping for, but it was much more than what Honda offered up in their reveal.
While Honda tried to capitalize on Twitch’s younger audience, it might have backfired due to the platform’s predominantly displayed live-scrolling comment section. The 23k viewers who were watching Honda’s gaming channel for the car to be unveiled between Fortnite matches immediately began sounding off in disapproval about what they perceived as an “overhyped” and much too brief first look. Infiniti chose to host their reveal on their own Youtube channel, which has 12.7k subscribers, and only 60 comments that viewers had to scroll down to see.
Blacc performed three songs total, briefly talking between each number about the impact he hopes his music makes. The cameras, meanwhile, continually showed new angles of the car and reminded viewers that this wasn’t just a concert. Afterwards, Blacc sat down for a 10-minute interview about his career, and how he aligns with the Infiniti brand and their newest car. This portrayed Blacc as more of a brand ambassador for Infiniti than just a performer at their event. As more car companies decide to live-stream the reveals of their latest models, they will probably look to Infiniti’s blueprint for success.
Recent Live Streams from Top Brands
Macy’s Thanksgiving Day Parade
Brand: Macy’s, Verizon
Platform: Twitter, Youtube