Twitter’s Vine short video sharing service is the new thing. You’ve probably heard of it–you may have even seen what was supposed to be the world’s first Vine press release. And you’re going to keep hearing about it, because six-second video loops are quick, impressionistic and perfect for our social media age.
Laugh if you must, but some brands have already proven this newest buzzy toy to be a worthy tool for spreading the (branded) message around social media. We searched the Internet high and low to find some examples of brands using Vine to get their names out there in creative ways–along with a couple that don’t quite make the cut.
1. General Electric: We don’t even care whether GE’s “six second science” series directly promotes the company’s products. It is awesome.
— General Electric (@generalelectric) February 28, 2013
2. Urban Outfitters: UO’s ADHD Millennial demographic is a perfect fit for Vine. These quick clips are a great way to display products by theme, color or collection.
— Urban Outfitters (@UrbanOutfitters) March 8, 2013
3. Malibu Rum: This relatively small-scale brand came out of the gate strong with a cute “meet n’ greet” post.
— Malibu Rum (@Malibu_Rum) January 26, 2013
4. Marmite: Here’s a great case of a brand responding to a fan. Marmite, in case you don’t know, is a famously foul-tasting Australian spread known for its love/hate relationship with the public. Here the brand responded to a fan’s “love or hate”-themed Vine clip in an endearing way.
5. Lucky Magazine: Like Urban Outfitters, Lucky uses Vine to showcase as many different outfits as it can fit into six seconds—and lets followers know which brands are involved in the getups.
6. Neiman Marcus: Vine, like Instagram, is a natural fit for fashion houses. How else can you show fans a tiny, tiny glimpse of your designers’ new collections or give them a six-second seat by the runway? (These clothes aren’t even by Neiman Marcus, but you get the idea.)
7. ASOS: This British ecommerce brand rightfully earned praise for a series that features not products but customers overjoyed to receive their packages. By creating this user generated content, fans enter a contest to win an unspecified prize. Exciting!
8. Walgreens: The pharmacy chain uses its six seconds to spotlight a themed collection of merchandise. We can imagine endless variations on this one.
9. Calvin Klein: During the Super Bowl blackout, one of the biggest names in fashion reminded us that short, loud and in your face is still the best way to get attention. Hard to miss the point of this clip.
But more subdued, behind-the-scenes clips are great as well. They can humanize a brand.
Here’s one that doesn’t work quite so well.
10. Trident Gum: The team at Trident is still experimenting a bit to find unique ways to showcase its product.
So far the Trident clips don’t jump out at us, but this list clearly shows that Vine, like Twitter and every other social networking tool, is really all about the personality and the brand voice behind it. With enough creativity and a real knowledge of the brand itself, Vine can be used to create compelling content for almost any company. As a bonus, here’s one we hadn’t thought of: sports! Pretty much any game-winning play can fit into a six-second window, right?
11. The Brooklyn Nets:
— Brooklyn Nets (@BrooklynNets) March 9, 2013
What do we think? Which brands are best suited to using Vine? And how can they make the most of it?
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