TWITTER, Inc. partnered with Nescafé last weekend to show off the Nescafé RED MUG Machine via the tech firm’s live video service Periscope, according to a recent press release.

Twitter said this was part of a larger digital video campaign with Niche, a network of over 20,000 “social media creators”, and that the team-up with Nescafé was the first time a brand in Asia Pacific would use the network.

“As part of Twitter’s brand strategy team, Niche executes marketing campaigns across the creator network alongside hundreds of leading brands and advertisers,” the tech company explained in the press release.


For the campaign with Nescafé, local celebrity and newly appointed RED MUG brand endorser Raymond Gutierrez introduced the new RED MUG Machine in a live Periscope broadcast while people were able to leave him “comments and hearts”, based on the release.

“Digital video engagement is growing exponentially in the region, and live video is a huge draw for today’s mobile consumers,” Steve Kalifowitz, Twitter head of brand strategy for Asia Pacific, Middle East, and North Africa, was quoted saying in the press release. “It’s great that Nescafé is willing to innovate and provide a differentiated customer experience through videos with the launch of the RED MUG Machine.”

For the part of Nestlé Philippines, Inc., Donald Howat, the company’s business executive manager for coffee and creamer creations, was quoted saying: “We are pleased to partner with Twitter for the launch of the new Nescafé RED MUG Machine to drive innovative experience.”

“Twitter is an excellent partner to bring to life exciting moments to consumers. Periscope’s real-time broadcast amplified via Twitter will bring coffee enthusiasts much closer to experiencing the new NESCAFÉ RED MUG Machine so that, just like Raymond, they too can #StartCreating,” he added.

Niche creators Marc Morgan and Gwri Panner have also tapped for a series of Vines — six-second looping videos — on #StartCreating.