Erwin Penland - Proprietary and Confidential

Putting Vine in Perspective

ERWIN PENLAND PRESENTS

FOOD FOR THOUGHTOctober 2013

Erwin Penland - Proprietary and Confidential

VineVine launched in February of 2013 and quickly amassed over 40 million users, making it one of the fastest growing social platforms. Vine, like Tumblr, is popular among teens and millennials and is a platform that the younger set is flocking to not only because of the features the app offers, but perhaps also because it’s a platform that their parents have yet to discover. 

In addition to the growth of the app itself, Vine videos have also proven to generate interaction on outside channels. Branded Vines are 4x more likely to be seen than online video and approximately 5 tweets every second contain a Vine link.

the stats

Sources: http://www.mediabistro.com/alltwitter/vine-facts-tips_b48833http://marketingland.com/vine-hits-40-million-registered-users-56481

Population

40MILLION

Age Group

teens

Online video

branded vines more likely to be seen

4x

Feed

5tweetsper secondcontaina Vine

Platform

creativeexpression

Erwin Penland - Proprietary and Confidential

constraint = creativity

social

PRESENT FUTUREPAST

TIMELINE

The really special thing about Vine is the fact that the 6 second nature of it has actually caused people to become more and more creative with what they capture in the video. Just as people had to learn to do more with less with the 140 character limit of Twitter, the same is true of Vine. But, in this case, the added video and audio components allow people to push that creativity further.

Erwin Penland - Proprietary and Confidential

Thus we’ve seen the phenomena of the Vine Celebrity emerge. Some of these Vine Celebs are creatively inclined teens and some are actual actors, comedians and musicians who have been able to achieve massive popularity on Vine before they were able to do so via traditional routes. These celebs leverage the stop-motion and looping nature of the platform to showcase their skills through humorous takes on day-to-day situations or the environment around them.

These are two of the top Viners — Brittany Furlan & Nicolas Megalis, who both boast 3M+ followers on Vine.

Both churn out original content constantly for their followers but have also been tapped by brands.

Not Just for Teens

Source: http://news.cnet.com/8301-1023_3-57598951-93/vine-famous-twitters-quirky-app-unleashes-a-new-wave-of-video-stars/

Erwin Penland - Proprietary and Confidential

Trident tapped both Brittany and Nicholas to help promote their Trident Layers product, leveraging some of the things that make them unique. Brittany brought out her catch phase and Nicholas did a musical take. 

Honda leveraged Vine’s close tie with Twitter to create content in real-time and engage consumers for the promotion. Their approach was simple and creative — they asked followers to submit questions via Twitter such as “what is it like to drive a Honda for the first time?” and then responded back to them in real-time via Twitter with an original piece of content. 

It’s no secret that Lowe’s has made an investment in producing content for DIYers and home improvement aficionados. As part of this investment, they leveraged the stop-motion nature of Vine to produce a series of simple but powerful videos that provide consumers with home repair “life hacks” under their #LowesFixInSix campaign.

Brands winning

Erwin Penland - Proprietary and Confidential

Gravity DayGeneral Electric is a multinational conglomerate that produces innovative products in categories ranging from energy to infrastructure. They tend to use Vine to reinforce their authority in the areas of science and innovation in a way that’s more palatable for the general public. Essentially, they try to make “big” feel “small.”

Recently, they did a Vine activation around Gravity Day on 9/8 with the intention of honoring Isaac Newton. They did this using a combination of GE original content, Vine Celebrity content and revine content from users to create the world’s longest apple drop.

Erwin Penland - Proprietary and Confidential

Food for ThoughtFood For Thought is Erwin Penland's thought leadership platform.  

It began six years ago with a three-day annual symposium celebrating the intersection of food, creative thinking, entrepreneurialism and social responsibility through events, discussions and of course, dining.  

The fully experiential gathering is crafted to inspire dialogue and debate among prominent entrepreneurs, business leaders and creative thinkers from around the country – showcasing how creativity is paramount to success in every organization, and in fact, in life.  

The platform itself has been extended into quarterly client sessions, internal agency training programs, research and marketing trend presentations.

For more information:Joe SaracinoChief Marketing OfficerErwin Penlandjoe.saracino@erwinpenland.com

Erwin Penlanderwinpenland.com@erwinpenland on Instagram, Instagram and VineInstagram.com/erwinpenland

Food for Thought Conferencefoodforthoughtconference.com@fftconference on InstagramInstagram.com/fftconference