Digital Marketing with Vine
Vine has been around for well over a year now and has come a long way, boasting over 40 million users under its belt it has become the perfect place for people to create awesome short clips that make us laugh, cry or show us something cool.
The videos are limited to 6 seconds and work within a loop, which is perfect for the attention span of the modern user, who expects everything all at once, and is probably browsing 8 to 10 other tabs at the same time. To create a Vine, you hold the screen down on your mobile device, similar to platforms like Snapchat, which starts and stops the recording allowing you to create stop motion videos or film in bursts. However, the limits to length and restrictions of a Vine aren’t seen as a restraint, rather as a chance to be creative. Everything from 6 second short movies to hand drawn animated illustrations have been made.
Vine’s are also extremely shareable, with integration on Twitter, Facebook and Google+. Users can post their Vine’s across all social media networks and ‘re-vine’ the ones they like, with the ability to embed them into any webpage with Wordpress having it’s own Vine shortcode [vine url=“https://vine.co/v/hBFxTlV36Tg”]. Also, Facebook and Twitter’s introduction of the somewhat annoying autoplay ‘feature’ within iOS enables Vine’s to become pretty much unavoidable as they instantly start playing as you scroll down the page of your news feed. We love some of the Vines people have created and often share them within the office. Below are some examples of ones we’ve liked recently with over 100k shares:
(Turn on the sound using the speaker icon in the top left hand corner of each Vine)
Big Brands
It’s not only your average consumer jumping on Vine, due to it’s impressive user base, cost effectiveness and access to social media many brands have started Vine Marketing which has proved rather successful, creating everything from short promotional films, answering questions to fun and personal clips about life at the company.
Massive brands such as Coca Cola, Samsung, Ford and General Electric are all on Vine and have created some of the most shared Vines on the internet. For example, Nike Football regularly use famous players such as Turan, Iniesta and Neymar in their Vines. Furthermore, with the World Cup around the corner we expect brands such as Nike Football and Coca Cola to be heavily using Vines help promote their World Cup marketing. To highlight why we love Vine and the endless opportunities it gives us, we’ve put together a list of some of the Vines we love by brands and why they work:
An instantly recognisable classic
Ford have been giving us feelings of nostalgia with their series of Vines titled #MustangMovies, recreating popular scenes from movies that feature Ford Mustangs. Some of our favourite scenes from Steve McQueen’s legendary Bullitt car chase, to Nicolas Cage’s Gone in Sixty Seconds bridge jump have been recreated using model cars, miniature cities and some cotton wool. Using popular classics like movies in innovative ways can be extremely popular across Social Media and with hundreds of shares and re-vines on blog posts, social media and news articles all within a couple of days, Ford have done a great job appealing to their audience of car and movie lovers.
Godzilla
Vine went crazy with the recent release of the Godzilla movie, with users and brands creating everything from animated illustrations to paper created scenes of Godzilla destroying cities and generally blowing up stuff. Whatever your feelings towards the new Godzilla film, the level of creativity Vine was able to accomplish has been astounding. Brands have been movies to promote themselves quite successfully through the use of print media in a digital form.
Breaking the mould
A number of brands have been experimenting with stop motion using plasticine. What would normally be seen as an archaic method, the once popular technique of clay animation pioneered during the 1920s that has been used to make countless feature films like Morph or Chicken Run has been revived in Vine. Brands have succeeded in using clay animation in the digital era without CGI replication and have create some extremely enjoyable Vine’s as a result.
Fashion
Brands like ASOS, Mulberry and Burberry have been using Vine for quite a while now to show everything from how to use their products, behind the scenes at runways to the latest fashion trends and even the infamous unboxing trend. Their use of innovative ideas such as 6 second runway shots and showing you a product in all its available colours are excellent ways of engaging with their audience. Furthermore, insightful beauty tips and customer service questions answered on Vine have been a huge success. We love how Fashion brands are using Vine to approach and engage with their customers.
#RiskEverything
Nike Football have been putting together Vines for over a year now using famous footballers showing off their skills. With Nike sponsoring football teams such as Barcelona, Athletic Bilbao, Manchester City and Manchester United they have access to millions of football fans all across the globe and using fan favourite players to market their products in the form of a Vine is an excellent way of promoting their brand. For example, in the two videos above you’ll notice that both players are wearing the same football boots, must be the boots then.