Wednesday, April 3, 2013

Happy Egg Company - Chick Cam

Since Easter just passed, I thought it'd be worth highlighting something a bit different this Easter.  In the run up to Easter, the Happy Egg Company (and their agency, Hypernaked) developed this lovely Chickcam campaign, showing again that you don't need a big budget to have success in the digital space.  The Happy Egg Chickcam used a Google+ Hangout On Air & YouTube livestreaming over the course of four days to show the hatching of 17 eggs into cute, fluffy chicks. A livestream of eggs waiting to hatch would've been as excited as watching grass grow, so they also included a slate of activities throughout the four days to keep viewers watching.

As the good folks over at the Inspiration Room describe: 'On Monday the Chickcam campaign provided an opportunity for live Q&A on hatching chicks with Madeline from the Happy Chick Company, using Facebook, Twitter or Google+ event posts. On Tuesday viewers were given a chance to send in suggestions for the 17 Chick Cam eggs. On Wednesday questions and answers focused on egg farms with Happy Egg farmer JP. On Thursday, the final day of Chick Cam, a golden egg was sneaked into one of the camera views. The first five people to email the competition received a bundle of Happy Eggs goodies.'  Check out the highlight video below.
It's interesting to see more and more brands and content creators use Google+ Hangouts On Air to create either a) an always on, long duration livestream, or b) use Hangouts on Air akin to episodic programming.  In both cases, it gives users a reason to return back to the livestream(s) on multiple occasions.  For example, the Pet Collective YouTube channel runs multiple, always on Hangouts On Air of various animals including a Kitten cam, a Puppy cam a Golden Eagle cam, a Husky cam and many more.  One of my colleagues (who shall remain nameless) has actually bookmarked the kitten cam and fires it up whenever she's having a bad day.

hat tip: Inspiration Room



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