Sotheby’s Hong Kong Spring Sales 2017
The Story
Live Event Profile:
Event Date: 31 March 2017
Event Duration: Around 15 minutes per session
Event Venue: Hall 5, HKCEC, Wan Chai
Live Streaming Platform: Facebook and Weibo (available on any mobile devices and computers)
Live Streaming Region: Worldwide
Live Event Details:
KEY IMPACTS
- Allowed experts to show and introduce a variety of selected auction items to worldwide audiences
- Interested buyers could directly access to Sotheby’s official website and get the detailed auction information
- Greatly widened the promotion coverage and helped Sotheby to reach more potential buyers
- Received over 10,000 views on the day of live
THE SITUATION
Sotheby’s Hong Kong Spring Sales 2017 has been held in April. In today’s digital era, video technology plays an important role on marketing and promotion. Combining live streaming technology with e-commerce undoubtedly can generate greater awareness and engagement among potential customers.
THE CHALLENGE
In order to target two groups of audience, Sotheby requested to deliver the live stream on two dedicated platforms: Facebook and Weibo with different live content.To reduce time spending and effort on handling live stream, Sotheby has injected "One Click Go Live" HERMES Live solution into the auction. It makes them run the auction easily.
REASONS FOR SELECTION
1. "One Click Go Live" broadcast grade live streaming
Through our flagship solution - HERMES Live, the "One Click Go Live" technology of TFI, Sotheby can deliver the live easily without complicated setup.
2. Customized live streaming service
TFI has offered customized features like inserting overlays and flips to enrich the live content. Also TFI can tailor make a dedicated streaming schedule. For Sotheby’s case, some sessions of the auction have been selected for Chinese audiences. They are related to Chinese artworks and distributed through Weibo.
3. Various live streaming platforms in one solution
HERMES Live supports different media platforms , and allows customers to deliver live streaming content according to target audiences’ specific needs. This solution has helped to get more precise result and attain higher marketing achievement.
The Client
Sotheby's
Sotheby’s has been uniting international collectors with world-class works of art since 1744. Sotheby’s become the first international auction house when it expanded from London to New York (1955), the first to conduct sales in Hong Kong (1973). Sotheby’s BidNow programme allows visitors to view all auctions live online and place bids from anywhere in the world.