31 BRANDS Barclaycard
WHEN I’M TALKING TO NIKE, IT ’S MILLIONS OF VIEWERS, BUT FOR MANY IT ’S A FEW THOUSAND. IT’S STILL A VALUABLE AUDIENCE IN BOTH INSTANCES .
redundant encoders on-site. The Q&A moderation which pulled in comments and reactions from Facebook was done with Groovy Gecko’s in-house Q&A tool. The questions were passed on to the moderator who highlighted notable questions and comments for Fletcher and the other talent. Groovy Gecko also supplied a polling feature, which created real-time on- screen graphics of questions and the resulting audience reactions and votes. The 31 Day Challenge meant going to a different location every day. “Sometimes it was a tiny cake shop which could barely fit a camera and two presenters and an encoder in it,” says Ward. “Bandwidth became a big issue too. We weren’t sure what bandwidth would be available at each site.” To ensure continuous connectivity, the Groovy Gecko team used cellular bonded connectivity backpacks by LiveU. “We could pull the signal offsite and get it into our hub at out offices in Old Street, London. That enables us to then look after the encoding and do all the interactivity from there and take away that pain of having to rely on the bandwidth and connectivity at the locations. It gives us much more flexibility and it’s a much more stable solution.” GETTING RIGHT WITH THE AUDIENCE Ward warns brands not to forget to listen to the audience when developing a video strategy. Quality content is useless if no one wants to watch it. “What does your audience engage with? Your audience
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