The launch of the web version of Twitter’s Vine has seen to some truly creative marketing this year- challenging brands to find more innovative ways of capturing their audiences attention in a very fragmented media landscape. According to FastCompany, “a branded Vine is four times more likely to be seen than a branded video; any brand not on board with Vine risks losing out on some serious social media exposure.” Earlier this year SproutSocial.com discussed the rise of non-linear storytelling and how micro video platforms such as Vine can prove to be very useful in this new age of brand storytelling. According to SproutSocial, brands should focus on highlighting the lifestyle associated with their product, as opposed to making the story about the product.
Here are our favourite examples of brands creatively using Vine for micro-storytelling:
1. Urban Outfitters
Urban Outfitters collaborated with Converse for this micro-video campaign: Chuck lovers were encouraged to submit Vine clips of their adventures while wearing Chucks. This is a great example of a brand creatively promoting the lifestyle around their product, and simultaneously encouraging customer interaction.
Oreo jumped on the global fan buzz over the unexpected death of a beloved character from season 1 of Game of Thrones, and made their clever play on words ‘All Cookies Must Dunk’ Vine campaign go viral on social media.
3. Dunkin’ Donuts
Who can forget Dunkin’ Donuts Superbowl ad- the first-ever TV ad made completely from Vine clips during the Monday Night Countdown, the pregame show before Monday Night Football on ESPN. By also sharing the Vine clips on Twitter, Dunkin’ Donuts’ use of Vine was ‘a clever way to tie in their online and offline presence.’
The most memorable viral video campaign still goes out to Dove’s “Real Beauty Sketches”. Dove focused on creating warm moments that would trigger an emotional response that would stay with viewers. Remarkably the Dove brand logo cannot be seen on any of their videos, yet the reach of this video campaign has been huge, and importantly- it has resonated and stayed with viewers. SproutSocial noted that as a result “millions of people now relate Dove with the idea of feeling happy and beautiful, so that will undoubtedly play into consumers’ decisions to purchase beauty products in the future.”