Brands Reap the Benefits of Vine by Flavia Barbat
In a recent article, we saw Twitter’s Vine app create a six-second branding window. Now, we continue to monitor the app in an effort to discover brands’ unique and effective utilization of the service. After only two and a half months, Vine has reached the top of the Free iPhone Apps chart (in the United States, Canada and Sweden) and continues to grow with sharing capabilities for Twitter and Facebook. New Vine developments include its introduction of trending hashtags and new embedding capability, which allows Vines to stream across the web.
Volkswagen, whose agency, SS+K , recently created a VineViewer site for the 2013 New York International Auto Show, presents the power of the embed feature and a reason for brands to be excited about the update. The site encouraged followers to submit short clips of the show’s VW vehicles and was considered extremely successful, resulting in thousands of impressions during the event’s ten days.
Shifting from automobiles to the entertainment industry, we discover director James Mangold’s recent “tweaser” for the upcoming Wolverine movie. Brilliantly alluring with fight sequences and screams, the tweaser illustrates Vine’s potential within the movie marketing world. These tweasers (for we will definitely see more) are short, sweet and attached to a Tweet, which makes dissemination rapid and extensive. A Vine can definitely get the word out—and fast.
Centered around the same industry, Tribeca Film Festival launched a 6-second film contest catering solely to Vine videos—a type of mini festival. The #6SecFilms Vine Competition calls upon contestants to submit their best Vine videos by sharing them on Twitter with the hashtags #6SecFilms and their topic (#Genre, #Auteur, #Animate or #Series). This marketing strategy is sure to blazon the relationship between the festival brand and its audience, smartly tying the brand’s artsy image to the digital creativity of its followers.
Now, we turn to publishing. A rapid adopter of Vine is USA Today, which is utilizing the service to gain engagement in an extremely opinion-based way. In fact, the brand’s entire marketing tactic is founded upon viewers’ opinions. USA Today invites viewers to tweet their opinionated Vine videos to @USATOpinion using #vineyourview in hopes of sparking conversation (or possibly controversy). A recent example of this effort occurred on March 29th, when USA Today asked their audience to create Vine videos depicting “what marriage looks like” to them. Instigated by the Supreme Court cases regarding gay marriage, this strategy reveals Vine’s potency throughout the political sphere.
Speaking of USA Today, the website also features various Major League Baseball Vine videos, showcasing the popularity of sports-related content such as this:
— MLB (@MLB) March 18, 2013
Hopping over to job-hunting, we come to a woman named Dawn Siff, who claims that she created the first Vine resume, which she deems her “Twitter Resume.” Whether she was first or not, the video landed her a position as project manager of the Economist Group’s commercial unit, so she must have done something right. Siff uses the video to list her various skills, all while holding relatable objects such as a Rubik’s Cube, a light bulb and—you guessed it—a lightsaber.
— Dawn Siff (@dawnsiff) February 20, 2013
Another brand that takes Vine candidates very seriously is DDB Brussels. The agency is hiring for one of its internship positions through a Vine-focused candidacy process, asking students to submit their Vine videos with the #DDBExpress hashtag in hopes of impressing executive creative director, Peter Ampe. The winner not only receives the internship position, but will also be awarded a seat on the DDB Express train as it makes its way to the Cannes Lions International Festival of Creativity in June. The agency’s Facebook page already has its “6” recruitment” tab filled with submissions.
Now that it has topped the free charts, Vine is bound to experience a great influx of users; the chart itself is based upon apps’ popularities and potential trajectories, and those in the top spot always experience (major) subsequent growth. In addition, as TechCrunch’s Drew Olanoff states,
The good news for Vine and Twitter is that the service is iOS-only at the moment, which means there is quite a bit more growth for the app to experience, much like Instagram did when it went over to the Android platform. Nearly half of all Instagram users are Android users.
The Android version is definitely on its way, as a recent job post from February insinuates. In the meantime, those brands that utilize Vine in their marketing strategies (along with those who plan or would like to) are probably thrilled about Vine’s promising future. As we have seen so far, there are numerous ways by which this app can embellish the average tactic and differentiate a brand. And, as the service continues to flourish, brands are bound to discover many more novel and innovative uses forthe app. So we will continue to follow them, while you continue to follow us. Stay tuned!