Six Seconds of Fame: Using Vine for PR

Vine has been out for about two weeks now and no doubt you’ve heard about it. (Hopefully not just for its scandalous beginnings.)

I admit I didn’t quite understand what Vine was all about until I watched their introduction video. You’re allowed six seconds of filming time and you have the power to start and stop filming by pressing a finger down on your smartphone screen.

Filming six seconds of video seemed like just a Twitter gimmick to me. However, I was surprised by the creativity that people have put in their videos, creating stop-motion adventures and scenes of childhood sweethearts.

But what does this mean for PR?

I came across a website that was all about brands using Vine. Companies from McDonald’s to Toyota are creating videos to promote new products and to give their customers a laugh.

The challenge that Vine presents for PR is how to tell a story in just six seconds. If you thought you were creative before, here’s the next level.

The CIPR also found the following ways for Vine to be used for PR:

  • A brief product demonstration.
  • A short statement by the CEO.
  • Highlights of an art exhibition.
  • A speaker shows their view of the audience.
  • Speakers’ bureaus, modelling agencies, and actors’ reps show clients in action.
  • Restaurants make visual online menus.
  • A bartender shows her signature drink being made.
  • Any kind of “before and after” such as redecorating a room or washing a car.
  • Walk through of a hotel suite.

I would say you could even use Vine as a teaser for a campaign, announcing a competition, filming a stunt or breaking news, and announcing a new product line or extension. Basically anything that you could do with traditional PR, you could find some way to translate it into a Vine video (with some modifications of course).

Challenge yourselves to see what you come up with. Tell your six second story.

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2 thoughts on “Six Seconds of Fame: Using Vine for PR

  1. CKV says:

    The natural evolution of the GIF. They need to get it on Android ASAP! Major oversight on their part

    • Brett Ashley Bridges says:

      I never thought of it as the evolution of the GIF, but you’re right. It makes for richer content too. I didn’t realise that it was only available for iPhone users at this point. Hopefully they’re working on this, otherwise they’re losing out on a lot of great videos.

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