The St-Germain Peep show reimagined Periscope from a live streaming platform to a destination for episodic, must-see viewing that infused The Day with provocative moments of beauty that previously belonged to the night. The idea successfully demonstrated that nightlife doesn’t have a stranglehold on provocative moments.

Twitter created Periscope to capture moments occurring in the real world. The St–Germain Peep Show, still live and unscripted, portrayed a daylit moment of beauty that transported the audience to another time and place. Directed by the acclaimed Floria Sigismondi and starring New Girl’s Hannah Simone, the show opened a brief window into a dream-like world accessible only in six two-minute increments, every hour. Content was viewable for only one day before vanishing forever. Between episodes, the production team rushed footage to an on-set war room, cut teaser content, and pushed it out on Twitter, Instagram and Facebook, using paid media to amplify the shows and capture as many viewers as possible. Given the live nature of the content, the risks were plenty. But St–Germain embraced the unknown, even tapping into a feature unique to Periscope which enables the audience to help craft the story.

St-Germain’s Daylife celebration was a success. Peep Show—named one of Twitter’s Creative Favorites 2015—reached an audience of 12M viewers and resulted in a 220% boost in engagement for the brand—with 97% positive sentiment. These results are particularly impressive considering the risk involved with not only broadcasting live—each mistake is immediately evident and irrevocable—but doing so on a new platform with no precedent for successful brand involvement.

St-Germain knew that its 25 to 34-year-old audience of digitally native ‘bon vivants’ were devoted to their technologies and could not be lured away. The brand needed to deliver an experience straight to their devices which couldn’t be ignored. So the campaign took to the airwaves of Periscope, a live video mobile platform that deletes all content 24 hours after it streams, enticing the audience to slow down, tune in, and experience a fleeting moment of beauty before it was gone forever. Since Periscope was untested leading up to Peep Show’s launch, nearly weekly conversations with Twitter helped forge the creation of a never-been-done experience which totally reimagined how people viewed the Periscope platform. Even the folks at Twitter were astounded by the subsequent results.

Struggling for a foothold in a nightlife bloated with big brands and bigger budgets, St-Germain created a whole new occasion for its signature cocktail to shine. Enter the Daylife – nightlife’s alter-ego. A time when it’s perfectly acceptable to toast in the middle of the day. An occasion in which brunch-time friends should always outnumber the chairs. By rejuvenating the notion of day-drinking and bringing to people together in a whole new way, the St-Germain cocktail would join the Mimosa and the Bloody Mary in the considered set of daytime cocktails.