Colgate is teaming with the Country Music Association Awards to give fans intimate social access to a country music star, Jana Kramer ? with some of the latest social media innovations such as Facebook Live in play.

To celebrate the 50th annual CMA, Colgate is partnering with Ms. Kramer for more than two weeks of behind-the-scenes social content. Fans can engage with Ms. Kramer in a variety of ways including video tips, live chats and even a Snapchat scavenger hunt.

"The elements are there for engagement - video and popular social networks and apps - but live plays two ways," said Jeff Hasen, co-founder of GottaMobilize and author of The Art of Mobile Persuasion. "Live makes for appointment viewing, but it also has limitations for those who can't participate on the timeline." 

CMA
As the Country Music Awards celebrates its 50th year of existence, longtime partner Colgate is leveraging the immediacy and intimacy of social media to give fans access to a wide range of behind-the-scenes content involving Ms. Kramer.

Starting now and up until the night of the event on November 2, fans can follow Colgate and Ms. Kramer on multiple channels, including Twitter, Facebook, Instagram and Snapchat.

Ms. Kramer will be broadcasting exclusive beauty and dental hygiene tips along with how to get some of the best red carpet looks from the event and adapt them to work in an everyday setting.

In addition to pre-recorded video and social content, Colgate and Ms. Kramer will be taking a more unorthodox route by hosting a live interview hosted on Facebook Live. Fans will be able to chat with Ms. Kramer and send in questions that she will answer in real-time on Facebook Live.

Colgate will also be hosting a live Snapchat scavenger hunt, although details on the event are still scarce before it debuts in the next few weeks. Winners of the scavenger hunt, along with other unannounced surprised, will be entered for a chance to win concert tickets and to meet Ms. Kramer in-person.

Colgate will also live tweet the event, providing anecdotes about the history of the awards show and other branded country music-related content.

Risky improvisation
While Colgate?s marketing for the CMAs is comprehensive, the majority of it tracks along standard social marketing lines ? live tweeting, brand ambassadors, etc. But the company?s use of Facebook Live is where it ventures into riskier territory.

The appeal of video content is widely known, but with pre-recorded video, brands have complete control of the message and can guard against unwanted language or impications.

Live video is entirely different, running the risk of the content?s message getting out of the brand?s control.

In a live chat scenario that brings in viewers and consumers who are outside of the brand?s control, that risk is even higher. Colgate is trusting in their featured talent, Ms. Kramer, to keep the live content on-message and not let the viewers take over.

Live streams have the benefit of taking up fewer resources than pre-recorded video, not needing editing or other post-production services. They also allow for a more intimate consumer experience, giving viewers direct access to a brand in an unscripted way.

Live streaming content is also useful for one-time or seasonal events such as the CMAs or a holiday. Earlier this year, Dunkin Donuts took advantage of Valentine?s Day by live streaming the donut creation process through Facebook Live (see story).

As brands and marketers begin to figure out how to make live streaming work for them, Colgate is banking on the intimacy and spontaneity of Facebook Live to make engaging content that will promote the brand and keep their message focused on the CMAs. 

"The exclusivity of the prizes will be compelling to some but not all," Mr. Hasen said.