It’s been five months since Vine hit the app stores. We’ve seen some brands excel in using the 6-second video application, while others have missed the mark. What’s refreshing and exciting, however, is seeing brands devote full campaigns to the relatively-new platform.
Some have raised questions about the true value of Vine. For one, it’s a unique content creator that allows both individual users and brands to show off their creative sides. With the viral nature of GIFs, it’s a logical next step: an easy GIF-like video that includes sound. Its integration with Twitter gives the platform an advantage for brands with well-established followings.
Lowe’s recently unveiled its new campaign: “Lowe’s Fix in Six.” The premise is simple: home improvement tips can you learn in six seconds or less. Lowe’s uses the app to demonstrate quick “#lifehacks” – everything from removing stripped screws and organizing cleaning supplies to keeping critters out of gardens and cleaning baking pans. The campaign isn’t selling anything (though it could!); rather it’s showing that Lowe’s is your home improvement super-hub in a fun and novel way.
PlayStation is reinventing the baseball card with the use of the new medium. In promoting the new game “MLB 13: The Show,” PlayStation shows how to modernize and personalize the outdated baseball card. No, these baseball “cards” don’t have the rarity factor that traditional collectors’ items do, but the ability to RT seriously increases the sharability factor. Additionally, the platform is able to utilize camera angles, in-game footage and unique game audio from the video game to give each Vine a special edge.
The Tribeca Film Festival used the mobile app to drum up the competitive spirit in filmmakers and fans before the annual film festival. Tribeca challenged users to create 6-second films for the “mini- festival” in one of four categories: genre, auteur, animated and series. The festival was able to capitalize on unique and creative user-generated content and remain at the forefront of new video technologies. Shortlisted Vines were recognized, and winners (two of which are highlighted below) were awarded $ 600. Tribeca managed to use the fun, unique and engaging contest in the perfect way to promote its festival.
Vine, like Snapchat and other emerging mobile apps, demonstrates that with a little creativity, brands can engage fans, provide a unique experience and embrace new technologies. And Vine’s acquisition by Twitter ensures an audience for the 6-second ads.
If that’s not enough incentive for brands to get into the Vine-action — take note that the app currently sits at #4 among free apps in the iPhone store, ahead of YouTube, Tumblr, Snapchat and even Twitter.