The social network announced in a blog post that live video broadcasts and highlights on Periscope can now be monetized, and it detailed the initial campaign in the program, focused on the U.S. Open tennis tournament and featuring retired tennis star Andy Roddick for JPMorgan Chase and Grey Goose Vodka:
For this year’s U.S. Open, Andy Roddick has teamed up with Chase and Grey Goose to create a series of broadcasts that will add compelling, relevant live video to the existing #USOpen conversation on Twitter. Throughout the tournament, he will invite viewers to watch the broadcasts with him, giving his expert perspective on the matchups and gameplay and driving tune-in to the broadcast. Andy will also share his experience attending the U.S. Open. During each broadcast, he will answer questions and engage with the audience, allowing viewers to take part in how he experiences the tournament. All of this will be live on Periscope and Twitter.
This campaign will appear in a few ways on Twitter: Periscope broadcasts will be shared through Tweets from @andyroddick; select broadcasts will appear as promoted tweets from the brand launch partners; and branded broadcast highlight videos will be tweeted by Andy and shared by the brand partners.
Grey Goose Vodka global vice president Tom Swift said in the blog post:
Joining Andy Roddick’s experience of the U.S. Open will offer tennis fans an unprecedented way to bring the tournament to life in their own homes. Spectators will be able to engage with both Andy and the exciting match play in real time, all while celebrating the tenth anniversary of the Grey Goose Honey Deuce–a vibrant and refreshing cocktail that is now recognized as an iconic accompaniment to the most anticipated sporting event of the summer.
JPMorgan Chase chief marketing officer Kristin Lemkau added:
We’re really excited to partner with Andy. When he started Periscoping during the Wimbledon Championships, it was clear to us that is a change in how people will watch sports. We think this will be Chase’s best year out at the Open with our partnerships with Andy and Serena Williams, our name on the roof and some great fan experiences on site. And with the #MasterTheOpen campaign, we want tennis fans to have the best U.S. Open experience possible, even if they can’t make it out to Arthur Ashe Stadium.
Readers: What are your thoughts on the potential opportunities to monetize Periscope content?