As video continues to play a prominent role in brands' campaigns and content strategy, Twitter is offering brands an immersive way to integrate their campaigns into video. With Custom Hearts on live and on-demand Periscope video, brands can personalise the hearts that viewers send them. Activating Custom Hearts is a new way for brands to visually and natively amplify their campaigns within live video.
Periscope hearts are unique to the live video experience on Twitter and Periscope, allowing anyone in the audience to engage and show support for the broadcaster by tapping to send hearts. With the new feature, Periscope hearts can be tailored to a brand's campaign, opening up an organic way for branded content to be present throughout a live experience. Custom Hearts are present throughout the entire video and are sent by the audience by tapping the screen, giving brands an opportunity to capture a high number of engagements and allowing people to express their enthusiasm for the content while amplifying the brand's message.
The custom graphics will display natively amongst standard Periscope hearts and are activated through a specific hashtag in the broadcast's title. Once activated, the Custom Heart design is then natively mixed in with the standard hearts. Custom Hearts can be used alone or combined with pre-roll ads in brand sponsorships of broadcasts.
NBC Universal is the first brand to integrate custom hearts in live video as part of its campaign for 'The Fate of the Furious,' the eighth film in The Fast and Furious series, sharing exclusive looks of the cast, events and experiences surrounding the film.