Category Archives: User-Created Content

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?

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Give a Little to Get a Lot: User-Created Content

About a week ago, I received this tube of public relations in the mail.

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So, it’s not actually a tube of public relations, but this is a prime example of a growing trend in fashion/beauty PR companies.

I received this free tube of mascara from Rimmel that’s not even available to the public yet. What’s the catch? Nothing, except that if I wanted to create a YouTube video or blog post about my experience using the product for a chance to be featured in future Rimmel promotions with the added bonus that they’ll send me even more free products.

So I get a free tube of mascara and if I tell people what I think about it I’ll get more products AND be in Rimmel’s promotional material? Sounds pretty good for only having sent them the address of where I wanted my mascara sent to.

What people who receive free products don’t realise is that they are actually becoming ‘workers’ for the sponsoring company– specifically as content creators.

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Brett Ashley Bridges

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