Since March of this year, it was announced that Twitter had acquired live video-streaming app Periscope. Brands all over the world have been looking at the app and are wondering on how best to use it. According to Twitter, Periscope’s value for brands lies in its ability to help them “forge a more personal relationship with consumers” by affording “real-time access to moments that matter, from big announcements to fashion shows to sponsored events.” To date, brands like Target, VH1, Adobe, and Taco Bell have all employed Periscope to broadcast their live events.

1. Dunkin’ Donuts: DD Summer Soundtrack

Lesson: Expand Your Reach with a Cross-Platform Strategy Periscope is just one of eight platforms that Dunkin’ Donuts is using to promote its iced coffee products among Millennials this summer – Spotify, Snapchat, Instagram, YouTube, Twitter, Vine, and Facebook are all in on the fun, as well. This diversified approach promises to expand the brand’s reach and encourage cross-platform engagement. If Periscope has an Achilles heel, it’s that it hasn’t yet reached critical mass. In late May, Periscope’s CEO reported that the app’s users were watching 10 years of content per day. For contrast, YouTube users watch about 100 years of video daily. By now Periscope, has well over 1 million users – the app hit that benchmark 10 days after launch – but compared with other social sites, it’s still an up-and-comer. That Periscope and Twitter marketing go hand-in-hand helps, but it’s prudent of Dunkin’ Donuts to spread out its content in order to ensure that it’s seen.

2. St-Germain: Peep Show Live on Periscope

Lesson: Embody the Spirit of Your Brand “The first live stream was very exciting. There’s no safety net. Everyone on Periscope was watching what we were watching,” said photographer and videographer Floria Sigismondi of liqueur brand St-Germain’s first live streaming attempt. As its director, she would know; in conjunction with St-Germain, Sigismondi filmed six separate real-time moments, each two minutes in length, for use on the app. The stream at @StGermainDrinks, promoted on Twitter, went live July 9, and the brand has already racked up more than 55,000 Hearts, Periscope’s measure of broadcast popularity. The St-Germain Peep Show, which was ultimately more modest than it sounds, was clearly intended to personify the brand’s seductive image. The artisanal French liqueur and its bottle, which the company says was designed as “a homage to the vibrant Art Deco and Belle Époque periods in St. Germain des Prés,” embody the sexy side of French culture. In the U.S., the brand has been touting its product as “La vie Parisienne dans la bouteille” (Paris life in a bottle). A Parisian-style peep show ties in with this positioning perfectly, while St-Germain’s Periscope strategy as a whole immerses the viewer in the brand in a memorable way.

3. General Electric: #DRONEWEEK

Lesson: Tell Your Brand Story in a New Way GE was one of the first brands to jump on the Periscope bandwagon and has attracted more than 6,000 followers to date. It’s about to get even more: this week, the brand launched #DRONEWEEK, a Periscope-based project to raise awareness of both its technology and its facilities by offering live video filmed by a GE-reengineered drone. Over the course of five days, the drone will fly over five different GE facilities in the US, the footage from which will be streamed in real time. The brand will be interacting with viewers on Twitter, using both the @GeneralElectric and @GEDronePilot accounts.