Tom Brady Makes His Periscope Debut While Shooting an Ad for Ugg Australia

'He was really down'

Tom Brady playing chess—that's something you don't see every day. The Super Bowl MVP quarterback isn't on Twitter yet, but he was on Periscope streaming live while shooting a commercial for Ugg Australia, his fave furry shoe brand. The agency behind the filming of the campaign, M&C Saatchi, came up with the idea of using Twitter's new live streaming app, Periscope, to show Brady behind the scenes on set in Boston today.

Unfortunately, Brady doesn't have a Twitter account, so he couldn't personally message fans to tune in, but he did send a video through Ugg's account. In the end, dozens of people joined the live conversation.

"He was really down for it," said Kyle Maurer, M&C Saatchi's head of social media. "He might be on Twitter after this, because he seemed pretty into Periscope."

The agency cut to Brady live in Boston a couple times. But it also cut out for a little so it wouldn't give away too much of the campaign, which won't launch until closer to the fall.

M&C Saatchi is just the latest agency, and Ugg the latest advertiser, to dip into the live-stream phenomenon, which kicked off last month when Meerkat captured attention for letting people shoot video and share it live from anywhere. Then Twitter announced it acquired a similar service called Periscope.

There has been unending experimentation from media companies and brands since then. Brands tweet their Periscope events with links for users to join, and users can comment in real time. Twitter already is working Periscope into its package of ad services, and on Wednesday, film studio STX Entertainment was the first to launch a trailer on the app.

Also on Wednesday, Starz live streamed its red-carpet premiere for the show Outlander. Mercedes has used the app to show off test drives.

Today, Brady spoke with fans on Periscope and even considered playing a game of chess with users on the other end, Maurer said. In the commercial, the New England quarterback plays chess, so it would have made sense, but they never got around to it.