BRANDS ON VINE - BLOG

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Trident and Dunkin Donuts create TV ads using Vine

Two major brands, Dunkin Donuts and Trident Gum recently made Vine the star when creating and airing a series of new TV ads. 

Dunkin Donuts ran its spot (see left) on ESPN during the network’s Monday Night Football and was billed as the first Vine-based commercial. 

"We think a billboard using Vine is dramatically more engaging than a standard billboard with a corporate logo on it" said Scott Hudler, VP of Global Consumer Engagement at Dunkin' Brands. The promotion will be supported by Promoted Tweets. 

Trident used vine stars Nicholas Megalis and Rudy Mancuso, in a catchy riff to promote Trident Layers. 

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The Lynx Effect: Helping guys to get the girl, now on Vine.

Lynx have always been about helping guys to get the girl, and now they’re using Vine to help get the message out there too.

This time they've used some nice stop motion animation to show, in their own style, how a little hair gel can go a long way. A new addition to the marketing mix for Lynx, and a great way to get their message across in a fresh way. 

I remember not long ago when they immersed themselves within popular culture and celebrated Commander Hadfield's return to earth. Brands are more and more becoming part of the news and finding their own way to provide a unique perspective on the news. In some cases, these actually become the news. I think we're going to see a lot more like this as news gets faster...  

Thanks to the guys at TMW for sending this through. 

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Don't Make Me Blink: Vine As The Future Of Advertising #ICEEFEST

We were asked recently to speak at the ICEEFest in Bucharest where @kaigani presented

DON'T MAKE ME BLINK: VINE AS THE FUTURE OF ADVERTISING

ABSTRACT: Vine has quickly emerged to become the video standard for real-time communication. Growing faster than Instagram, it has captured the imagination of a new breed of grassroots creative talent whose tastes reflect the 'attention deficit video vernacular' of younger generations. In his talk, Kai explores the accelerating pace of media, how pocket celebrities are creating and remixing trends at the speed of now, and how the advertising industry can embrace this fast-paced medium to put blips on the radar of potential customers.

If you'd like to see the full version, we'd be happy to present it to you and talk further.

Please get in touch at [email protected] for more info. 

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Angry Birds promote Portals in their first video on Vine

Rovio have been busy with a whole host of games but here is their first ever six second video. 

It introduces the 'magical' new gameplay element, Portals, which will transport your birds. 

They've also posted an excellent making of, which shows how it was all done.

Fans have been tagging their vines with #AngryBirdsVine - worth checking out. Thanks to Angry Birds for sending us this vine.

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Microsoft create a series on Vine to promote Internet Explorer 10

Microsoft has done a great job here in creating a series of informative but entertaining vines to promote Internet Explorer 10, with some of the jokes actually being directed at themselves.  

It's amusing to see Microsoft harnessing Vine to create mini ads (while also needing an iPhone to upload them). 

Internet Explorer however is struggling, losing market share and mindshare to both Chrome and Firefox in recent years. It still commands over 50% market share but for how much longer? 

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Doug Richard asks for your #S4SLaunchMe pitches on Vine

You may recognise Doug Richard from his time on Dragons Den. Since then, he's gone on to great success with School for Startups, a provider of business training for entrepreneurs.

He's clearly a great fan and believer in emerging platforms, utilising both Hangouts on Google+ and Vine as platforms for people to pitch their ideas to him on, using #S4SLaunchMe. 

The best pitch will win a £10,000 loan and ongoing mentorship with Doug himself, worth entering for all the budding entrepreneurs out there and you've got until 29th May to enter.

“It is vital people can pitch their business ideas as succinctly as possible, so by using Vine, entrants are encouraged to do just that" Doug said.

Great stuff from Doug in embracing Vine, the different camera angles shows his sense of humour and willingness to give things a try! 

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Wigan's FA Cup Final winning moments captured on Vine

Sometimes being in the right place at the right time is what you need to capture that perfect moment on Vine.

Here we have Mark Gilbert, Head of Editorial Content at The FA capturing the elation amongst all of Wigan FC staff and fans after they dramatically headed home in the 90th minute to lift the FA Cup over the mega rich Manchester City FC. 

A great use case for Vine from the world of football where you get a real sense of the occasion, the magnitude and the emotion for all involved.

Also a win for Vine over the use of still imagery which wouldn't have given us this unique perspective.

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The Wolverine introduces world's first movie trailer to Vine

It was almost a year ago to the day back in March 2012 when the wheels were set in motion to build anticipation and awareness around a film release like never before. 20th Century Fox released what was to be the first trailer of a trailer, showing a 23 second preview of Prometheus, one of the blockbuster hits of 2012.

But hey, we're not complaining when it comes to this 'tweaser' as its now being billed for #TheWolverine. 

Wolverine director James Mangold shared the tweaser with his followers and it quickly went viral. We've been tracking over 7000 total mentions of the vine on Twitter and at one point mentions peaked at 50x a minute. Still today, it continues to be mentioned.

Impressively, Vine was the first place you could see this and it works perfectly. This in itself will have put Vine on the map for a lot of marketing/brand execs along with members of the public who all prior to this may not have heard about the nascent platform. 

As the first movie trailer on Vine, it has been universally praised for its innovation and use of the platform. We can't wait to see what's next.  

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The Times makes the budget move on Vine

Budget day got a whole lot more interesting the other day due to the great efforts of the recently formed visual journalism team at The Times newspaper. 

Megan Lucero, a data journalist at The Times, has put together a great behind the scenes write up of how it was all done. A case study i'm sure, for other brands who wanted to, but weren't sure quite how to get involved with the nascent platform. 

The visual journalism team were interested in using Vine because of the capability to "animate inside the Twitter stream without having to provide an external link". It's "simplicity and charm" were also factors.

We agree with this and are excited about Vine as an emerging medium for marketing and advertising. We believe that Vine has a part to play in the future of advertising. It's all about craft, honesty and above all - brevity.

What about you? 

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Next Home catalogue comes alive on Vine

A great vine here from Next for their Home Catalogue 2013 which sees products positively jump out from the pages to great effect. 

We see a finger tapping the products illustrated on the pages only for them to appear in real life on top of the pages themselves.

A nice bit of stop motion and inventiveness from @nextofficial. 

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Diabetes UK educates about Type 1 essentials on Vine

Is your child getting 10/10? That's the question Diabetes UK ask in this vine about type 1 essentials for children and young people. 

Did you know that only six per cent of children and young people are getting all of the recommended diabetes care, services and support they are entitled to?

Which is why they want to make people aware of the support that all children and young people who have Type 1 diabetes should be receiving.

To do this, they've produced a guide, the Type 1 essentials for children and young people along with a presentation on Slideshare to include the 10 essentials. A nicely integrated campaign. 

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USA TODAY share the top daily news stories on Vine

USA TODAY have been consistent with their showcasing of the daily news stories from their newspaper, on Vine.

Being outside the US, we wouldn't have otherwise seen the print edition, so it's also broadening their exposure to a wider audience. 

Here we have their 'Weekend' edition, tweeted out from @USATODAY. We're admiring the sections highlighted which include the cover story, business, tech, mobile, sports and some factoids. All the news you need, in 6 seconds! 

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Gillette takes you on a journey through history on Vine

We really like this vine from Gillette who brilliantly show you the evolution of the men's razor from its inception in 1990 to the present day.

You get a real sense through the frames, how much the razor has evolved over the 23 years from the original Sensor to the ProGlide Silvertouch, with Vine showing why it is the perfect platform to see this kind of transformation. 

The competition is now over but all you had to do to enter was retweet the original tweet from @GilletteUK which included the vine and 5 people were chosen at random to win a ProGlide Silvertouch razor.

How many entered? The tweet had 228 retweets which means that 2.38% of the total Twitter audience of @GilletteUK engaged with the competition.

A much higher engagement rate (for free) than you'd expect from paid for options like Facebook/Google ads, further illustrating the network effect of having an already engaged audience and tight integration between Vine and Twitter. 

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Sebastian Lletget in training for a Comic Relief challenge on Vine

Sebastian Lletget is getting in to the Comic Relief spirit and practicing for a keepy-uppy challenge. 

We hope he wins! 

Sebastian is a midfielder originally from San Francisco, USA and currently plays for West Ham United FC, wearing number 43 on his shirt. 

West Ham United FC have been quite the supporter (sorry) of Vine and you can see the rest of them on BRANDSONVINE.COM.

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Callaway take you on a tour of their HQ on Vine

The smart bunch at Callaway Golf have provided us with a taste of what happens inside their HQ courtesy of Vine. And keeps you wanting more. 

If you haven't heard of them, Callaway Golf sells equipment, accessories and lifestyle related products for golf fans in over 70 countries around the world.

They are the largest maker of golf clubs in the world and have a single aim: "to deliver the best performing products the game has ever known—products that perform so well, they literally put the joy of the game in your hands. Because the thrills of golf are out there. And we believe everyone with passion for the game deserves the confidence to go out and experience them." 

Makes you want to get out there and hit some golf balls doesn't it? 

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Is this the first complete ad on Vine by Bounty?

In just 6 seconds, Bounty have successfully illustrated the strengths of their own product, the DuraTowel, over one of their competitors. 

The Vine starts off with a classic pack shot and Audrey McClellan asking "So how strong is DuraTowel? before spraying a competitor hand towel and the DuraTowel with water to find out. No surprises which one won! 

The DuraTowel is also said to be "3X cleaner than a germy dischcloth" and is billed as "the durable cloth-like picker-upper". 

A great example of making best use of the short space of time to promote a low interest product. What do you think? 

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Adidas play Guess The Player on Vine

Adidas have been doing a few vines of their own recently, for example a teaser video about following @adidasuk on Twitter to win a pair of football boots that have been signed by the footballing man of the moment, Gareth Bale. 

This time round they've done a playful Question of Sport style 'Guess The Player'.

It's a great way to encourage interactions with their fans on Twitter and feels much more involving when there is a number of frames that each give you a clue rather than just one image. 

Can you guess who it is?