Vine is growing in popularity, it is a mobile application that enables users to capture and share short looping videos of 6 seconds or less. Due to its brevity, it has led to a creative genre of media and is quickly emerging as a viable marketing tool for brands.
With the high creative potential for Marketers to utilize Vine, here are 5 tips that we recommend:
TELL A STORY – 6 seconds is plenty of time to tell a story with a beginning, middle and end to ensure people are fully engaged.
KEEP IT SIMPLE – Simple concepts are the most effective.
PROMOTE – Try saying something new about your brand to your audience.
HAVE FUN – Or at least make your video look like you are having fun!
USE AUDIO – This is obvious.
Furthermore, Vine has resurfaced a conversation about copyrights and infringement that began when hip-hop exploded into the mainstream. With hip-hop came the art of sampling; borrowing bits and snips from other songs and including them in new instrumentals to be rapped over. Similarly, Vine allows users to create their own original works, whilst making it possible to sample recorded and copyrighted material. But the questions is does this constitute as copyright infringement?
We would love to hear your thoughts and don’t forget to tweet us your vines!
Looking Vine: New App Is Growing On Social Media Users
Another month, another new app. This latest one, however, may just be a sleeping giant. The Twitter-backed Vine allows users to record six-second long clips and upload them instantly to social media. Think tweeting, but in video form. Released last month, Vine already has a thriving support base and plans are afoot to launch a version for Andriod.
The basis of Vine is very simple. You simply launch the app, press the ‘create’ button and record away; there is no play/pause button, nor an opportunity to edit or ‘scrub’ the clip. Once recorded, you upload to Twitter and wait for great fanfare.
Not only is Vine a fun app to share amongst friends, the potential for brands is huge. In short, it’s another social media opportunity for marketers. The likes of Gap and Malibu have already shared their first Vine video, and the simple nature of the app means that creativity and quirkiness are key.
Social Video has never been an attractive feature for social media users. People prefer a simple tweet or a Facebook status to share their thoughts and whereabouts. Vine is threatening to change all that. Instead of tagging your location on Facebook, for example, a Vine user may rattle together a very brief clip detailing what they’re up to.
From a brands point of view, Vine can be used to great effect. Behind the scenes, clips are a popular way of creating more intimacy and interacting with your audience. Although six seconds may be a brief time-limit, it’s more than enough time to show off your product, and so it’s up to brands to decide how best to present themselves.
Pretty soon, we may not be able to walk down the street without passing someone Vine-ing away, but the potential for exposure is great and so it’s undoubtedly worth keeping an eye on.
Kraft Macaroni’s brilliant ‘likeapella’
I can never help but smile and click ‘like’ whenever I come across a selfless campaign by a brand that shows them giving something back to their fan-base.
One campaign that I came across last week, which was no exception to this rule, was the recent Likapella video released by Kraft Macaroni, with the purpose of individually thanking 4,600 of their online fans.
In case you missed the story and have no idea who or what I am talking about, Kraft Dinner, known as Kraft Macaroni and Cheese in America, are a popular and inexpensive convenience food, better known in the USA and Canada. At the end of April this year a post was sent out on the Kraft Facebook Page urging fans to ‘like’ the Facebook post, as they “never know what could happen”.
Two days later – low and behold – a video called Likeapella appeared on the Kraft Facebook wall showing Kraft reciprocating the ‘likes’ of the 4,600 fans that had responded to the post.
Within Likeapella, a barbershop quintet perform a song that individually thanks the 4,600 fans that responded to the original post, name-checking many mid-song and pointing to a scroll containing the remaining fan names.
A fantastic and very shareable piece of content that adds personality to the brand and drives fans to its social feeds as they lie in wait for the next stunt to go off – Note: Yes I am now a fan of Kraft Macaroni and Cheese and yes, I would indeed very much like to have my name sung aloud by a chorus of men in yellow waistcoats and bowties.
You can view the video here:
A couple of other brands that have seen the benefit of thanking their online fan base would be Porsche and Heineken.
You might remember at the beginning of last year when Porsche celebrated reaching 1 million fans on their Facebook page by putting all 1 million fan names on a specially customised 911 GT3R Hybrid car, which now sits in the Porsche museum. However, did you know that when the car manufacturer reached the 2 million mark, they printed the names of all 2 million fans on a Cayman S? You can view the video here: https://2m.porsche.com/
Pretty impressive, right!
Heineken decided to take a different approach and instead thanked their fans with hugs:
It’s really refreshing to see big brands giving something back to their communities and making their fans feel included in their campaigns. Hopefully, this is something that we will see more of in the future, greater emphasis on engagement and building a loyal fan-base over obvious sale pitches that will result in an alienated community.
Cover image courtesy of: Mike Mozart, flickr.com
Ann Summers take their social media to the next level
Ann Summers have managed to add over 250,000 new Facebook fans in the last three months alone. As a result, the retailer has rocketed 36 places up the Facebook League table since the last study back in December 2011.
So how have they managed it? The answer is high-profile campaigns.
The People’s Panel concept started the social media ball rolling. The campaign searched for 10 women from across the UK who wanted to work with the sexy brand to create a new and unique sex toy – known as ‘The People’s Vibrator’. Chief Executive of Ann Summers, Jacqueline Gold, said: “We sell more than two million sex toys a year and we know the appetite to create and design a toy that will revolutionize orgasms is absolutely there; it is a great way of giving women exactly what they want. This panel of talented women will be followed by a TV crew on their unique journey and we hope they will deliver a product that will blow our minds.”
The People’s Panel is a great example of a brand becoming aware of its consumers and recognising that social media platforms such as Facebook and Twitter are key to reaching these ‘everyday’ consumers.
Ann Summers integrated a second 3-month campaign to find a new face of the brand for the 2012 Valentines campaign. Lucy Moore beat over 4,000 other entrants and was one of the few curvy girls to take part in the competition. Lucy, who studies criminal justice at the University of Westminster, won with 22 percent of the votes. The big reveal caused quite a stir online and in national, regional, trade and broadcast media.
In addition, the lingerie brand launched a jaw-dropping campaign right here in Wardour Street. To celebrate National Cleavage day and the launch of their refurbished Wardour Street store, 20+ women marched along Oxford Street in their underwear in front of shocked and delighted onlookers. The march can be viewed here on the Ann Summers YouTube page – note that it’s reached nearly 10,000 views!
CEO of Ann Summers, Jacqueline Gold, has an impressive 24k Twitter following. She continues to run a Women on Wednesday competition, hash-tagged as the #WOW competition. From 1-3pm every Wednesday, over 200 female entrepreneurs tweet Jacqueline about their business in the hope of a retweet and a #WOW winning badge.
Clever and regular campaigns result in social media success, that much is undebateable but still, a lot of brands are neglecting their social media accounts over periods when social networking activity is at its highest. To improve strategies and to develop their following, retailers need to ensure that they are researching their social media audience and releasing the types of content. Ann Summers are doing this incredibly well at the moment – their social media is obviously in safe hands…
Tippexperience – Bigger and Better!
Since the TippExperience was released on YouTube (and quite literally took it over) last year, many have been waiting to see what creative genius Tipp-Ex will come up with next.
Well, you will be happy to know that the wait is over! And if I don’t say so myself they have come back bigger and better than before:
In their latest addition to the TippExperience Tipp-Ex have given us an insight into the Hunter and Bears first birthday party. Alas, during their celebrations a meteor can be seen heading towards earth…lucky for them they have some Tipp-Ex handy (what are the odds?!) and are able to rewrite time. This incredibly clever viral allows you to travel through different eras of history to see how the Hunter and Bear would have celebrated their birthday.
If you don’t have time to go back through all the years, then all is not lost. I have spent (maybe too much) time trawling through the years to bring you the best of Tippexperience 2. I really recommend taking a look, not only is it fun but it is fascinating to see how with a bit of imagination you can create an interactive and engaging viral that stands out from the rest.
My Favourite years:
1 – Here you will be taken back to 1AC, the birth of Jesus Christ, with some slightly alternative insights on how He was named.
500 – See the Hunter as King Arthur and help him remove the Sword from the Stone.
1980’s – Make your own graffiti whilst the bear bops away to his music.
2000 – This year sees the Millenium bug take over your computer…
2004 – Being a digital PR bod, it was inevitable I’d look to see if they had anything for the birth of Facebook, and they didn’t disappoint!
2005 – This year celebrates the start of YouTube
2007– Following my success with Facebook and YouTube, I looked for the year that the Apple iPhone was launched, and again Tipp-Ex have delivered another comical clip.
Type in the year you were born to see there take on the era, the 90’s is suitably cheesy! And any year with historic significance tends to be amusing.
All in all, I am very impressed, it seems to me that Tipp-Ex have more than covered all areas, demonstrating just how much thought has gone into this campaign.
Take a look and let me know what your favourite years are in the comments below!
Social media – the best video viral campaign
If social media makes every man a broadcaster, then YouTube makes every man (or animal) a film star, with the potential for worldwide fame.
With homemade virals rocking up millions of views, businesses have not delayed in producing their own branded videos. A recent survey has revealed that the equivalent of 35 hours per minute of footage is uploaded to YouTube every single day. In this noisy landscape, it is difficult to be seen and heard.
Home videos of dancing cats, or teenagers taking hairbrush singing to new heights, naturally lend themselves to tens of millions of views. Indeed many of the most famous virals fall into this category.
To me, this makes the success of famous branded virals even more impressive. However cleverly veiled, these videos are still essentially adverts – that millions of people have chosen to watch.
The debate over the best viral video campaign is endless. Friends have suggested some serious contenders – from the Evian baby, to Tippex’s Hunter Shoots a Bear and of course, the Old Spice guy. Personally, I like to champion the ‘Will It Blend?’ series.
All of these great virals have certain shared characteristics – humour being the most obvious. However for me, ‘Will it Blend?’ just pips the post for one key reason – the whole concept is designed around the product itself. Blending iPhones, iPads and Justin Beiber in a Blendtec blender is not only comic genius, it also showcases the quality of the product. When watching a ‘Will it blend?’ video (in the short breathing space between laughs) I found myself thinking ‘Blending an iPad? Well, it must be a pretty good blender’.
Frankly, if I ever have the need for a blender (and I have just remembered how much I like smoothies!) then I might just Google Blendtec.