How Brands Are Using Vine
On Monday, a new website called Brands On Vine went live. Brands On Vine curates and displays all the best branded Vine videos – from companies, sports teams and not-for-profit organisations, for example – in a frequently updated stream.
There are Vines from Vice Magazine, Kids Company, Taylor Swift, Andy Murray, Sesame Street and Gap, to name a few, each one sorted into a specific category. There are six working categories: “Latest Vines”, “Charity”, “Retail”, “Music”, “Sport” and “Fashion” – I say working because a seventh, “Favourites” (so, presumably, the site is English) doesn’t have any content yet.
Although the website is completely independent from Vine and Twitter, it still got a shout out from the Twitter Advertising account the day it went live.
Interested in how brands are using @vineapp to engage consumers? Check this out: http://t.co/wQ3G62F46H
— Twitter Advertising (@TwitterAds) July 29, 2013
Despite the release of Instagram Video, Vine is still proving very popular with brands and consumers alike. A good Vine video can get a brand a lot of positive attention online, thanks to the views, likes and shares of Vine users. Vine videos are even spreading beyond the service now, not only being shared on Twitter, but also on YouTube. It is very interesting to see how companies are using Vine to promote their brand, especially if you’re stuck creating your own Vine campaign and looking for inspiration. Here are a few of the innovative ways brands have been using Vine as a promotional tool:
Showing Off Products
Stop motion is arguably the most popular medium on Vine. The app allows for easy stop-start editing, enabling the creation of complex videos despite the short time allowance. Most of the branded videos showing off products are stop motion. Playdoh, for example, uses its self-named putty to create claymation Vine videos, the best of which is an homage to King Kong. Playdoh even encourages follower interaction, asking for suggestions of what movie to do next.
There are, of course, a number of branded Vines which aren’t stop motion – such as Foot Locker’s slow pan around a pair of Nike KD VI Supreme – but many of the most creative and viral are.
Competitions
The American branch of Japanese car manufacturer Nissan ran a competition on Twitter and Vine recently, asking fans to create Vines featuring a cut-out model of the new Versa Note. The winning videos will be featured on a TV commercial, while their creators will win $1000 Amazon gift vouchers.
The videos have not only helped Nissan to promote a new model, they have also provided the company with free, quality content to feature in an advertisement online.
Behind The Scenes
Music groups, sports teams and fashion brands often give their fans brief glimpses behind the scenes to wet their appetites for events, games and concerts; or to give them an insight into the day-to-day life of superstars. For example, the cheerleading squad from the Milwaukee Bucks NBA team post Vine videos of their training sessions.
Interacting
Honda recently ran a clever campaign on Twitter and Vine, responding to fan tweets containing #WantNewCar with funny Vine videos. The campaign advertised a big Summer clearance event, successfully gaining buzz for the sale online.
Honda benefitted greatly from the campaign: the staff proved themselves capable of having a bit of fun, humanizing the company in the process, and recipients and their followers were more inclined to share the videos as they felt involved.
Celebrity Endorsement
For the #WantNewCar campaign, Honda also got the services of YouTube celebrity songstress, Rebecca Black, who has featured in a number of Vines for the car manufacturer. Adidas Neo Label, meanwhile, created a series of Vines featuring Selena Gomez answering Twitter fan questions. By teaming up with celebrities, companies are gaining the attention of their fans, ensuring a large and targeted audience.
How have you used Vine to promote your brand?
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How Brands Are Using Vine
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Reviewed by Anonymous
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Wednesday, July 31, 2013
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