WASHINGTON, October 22, 2013 — At first glance, Twitter’s six-second video sharing site Vine might seem like a strange choice for marketing. But the fact is that marketers everywhere are taking advantage of Vine as a unique – not to mention free – advertising platform.
Among Vine’s chief advantages over more familiar marketing mediums is the fact that it caters to the Incredible Shrinking Attention Span. Even 15-second TV spots prove troublesome for viewers, so many companies are betting big that prospective customers will find the time to absorb six seconds of marketing at a sitting.
But not every company out there has a huge war chest to spend on marketing. With that in mind, Vine has positioned itself as a highly appealing and affordable alternative to other forms of advertising.
Let’s take a look at just a few companies who have gotten creative with Vine, using it to create some strangely appealing advertisements.
This one is a perfect fit. Bacardi UK has seized the opportunity that Vine has provided to showcase how their products are best prepared and served. Bacardi’s six-second uploads show perfect cocktail recipes coming to life, from the ice to the fresh-squeezed lime juice. There are countless cocktail websites out there. But there’s something appealing about seeing simple recipes, courtesy of the beverage maker themselves.
This German newspaper’s approach is less about straight marketing and more about informing their customers (and prospective customers) exactly how much work goes into publishing a daily paper. We live in a world where How It’s Made-type shows are huge. So seeing how the proverbial sausage is made is a pretty cool experience, reinforcing the idea that just maybe, the death of old-school publishing techniques might have been exaggerated after all.
As you might imagine, marketing a cracker in a dynamic and exciting way can often prove difficult, no matter how well known your brand might be. Wheat Thins is a great reminder that not every product needs an “i” in front of its name to qualify for a clever marketing scheme. Wheat Thins has used its Vine feed to promote a Twitter campaign celebrating the Super Bowl, where customers can win boxes of Wheat Thins for game day entertaining.
The Glitch Mob
Vine is a perfect fit for musicians, as The Glitch Mob recently demonstrated. The California electronic music group is making the most of the fact that people are more connected with their music – and the artists behind it – than ever before. The Glitch Mob has been giving fans a look at the extensive recording, mixing, and mastering process behind their album just six-seconds at a time. It’s a great way for fans to add a visual element to an experience that otherwise only engages the ears.
RedEye is another newspaper using Vine in novel ways. Based in Chicago, RedEye has used Vine to augment its traditionally-published paper with something a little more dynamic. Six-seconds of video uploaded from media events and news coverage adds an element of interactivity to its traditional online and print articles.
There’s no doubt about it. In an overcrowded social media marketplace, Vine has managed to carve a place for itself among titans like Facebook and YouTube. Vine now tops 13 million users with no sign of slowing its momentum. It serves as further proof that genuinely original marketing ideas can make a splash with customers even in what appears to be an overcrowded, saturated market.
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