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Vine 4 Months Post Twitter Acquisition
By: Tiana Tucker
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It has been about four months since Twitter acquired a mobile application creating and sharing brief video shorts, Vine. Some brands have moved cautiously toward creating content on the short-form video sharing application, while others have jumped in with much less hesitation by producing content and later launching user-generated content campaigns. The popular video application recently reached the 13-million users mark and on Monday it became available for Android users.     

One of the first brands to create and share a Vine video was Urban Outfitters. Urban Outfitters tweeted “the most important Vine you’ll ever see. #uodogs,” which offered a glimpse at a few office dogs at the retailer's home office. Since posting its first Vine video the lifestyle and clothing brand has continued to churn out more than two dozen videos that include everything from hair and product tutorials to a glimpse at an exclusive music performance at one of its stores in New York. Most recently, Urban Outfitters partnered with Converse to sponsor a contest on Vine. The “Where DO Your Chucks Go?” promotion asked consumers to post a Vine video capturing what a day in the life of their Converse shoes was like with the #YourChucks hashtag. Urban Outfitters built a micro-site to host the contest details and to showcase a live feed of contest submissions that were most recently added using the contest hashtag.   



In the past four months, we’ve seen a few other brands create smart content using Vine. Two types of Vine videos that seem to be quite common are the how-to/product showcase-type Vine videos and the slice-in-time type Vine videos that quickly summarize a larger concept in a few brief seconds. Lowe's, a major home improvement retailer, has been creating some of the best how-to Vine videos that show consumers simple lifehacks to make small worthwhile changes. Lowe's has shown us how to keep nails handy when using a hammer, how to avoid making a mess when painting, and tons of other neat tricks. The brand is using the hashtag #lowesfixinsix to share all its household tips and tricks.

Another area where fashion brands seem to be excelling with Vine videos is with developing curated collections of items on certain themes or trends. Kate Spade showed off a few ways to pair some its floral pieces for spring and Lucky Magazine does the same with various fashion accessories and clothing. Vine has created an easy way for brands to give their audience a look behind the scenes at what’s happening. The NBA’s San Antonio Spurs have tweeted Vine clips of the team hitting the court to practice and the scene inside a packed arena for home games. Calvin Klein, Neiman Marcus, and countless other fashion brands are giving consumers a look at collections straight from the runway. Certainly, now that the Vine application is available on Android devices, there will likely be more clever uses of the application by brands very soon.


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About the Author
Tiana Tucker is an online marketing professional working as the Inbound Marketer for Nursing@Simmons, which is an online master's in nursing offered by Simmons College. Keep up with Tiana on Twitter @TianaMTucker or Google+.

 

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