When Twitter's Vine launched in January, I said it wouldn't be long before brands started to adopt the platform for competitions.
Now, 6 months on Vine has definitely made a mark on the social scene having been downloaded more than 13 million times on iOS, and with no let-up in the high usage of the app since Instagram video launched it appears the stop-motion app is here to stay. Brands are now starting to work Vine into their social media content and are launching competitions to encourage earned media from fans!
For those of you who have been living in a cave the last 6 months and haven't heard of Vine, the application, (now available on iOS and Android) allows you to create short 6-second ‘stop-motion’ videos and share them with your friends on Vine itself, as well as Twitter and Facebook!
In a blog, Twitter said: “Like Tweets, the brevity of videos on Vine (six seconds or less) inspires creativity. Now that you can easily capture motion and sound, we look forward to seeing what you create.”
Here's 5 brands who dared to be one of the first to run a Vine contest...
1. Dunkin Donuts
Over the course of one week, @DunkinDonuts invited fans to “Create a Vine on how DD Iced Coffee puts a spring in your step.” to win a years supply of free coffee.
If you search for #iceDD on Twitter you can see some of the entries from fans as well as a number of people discussing how interesting the Vine campaign was.
See an entry example here
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2. We Are Red
AIDS charity 'Red' last month launched an creative Vine campaign to raise awareness about the disease and at the same time, attempt to set a world record!
The organisation that raises funds to fight AIDS launched the contest to set the World Record for the most Vine recordings in one day.
The brand selected the 32nd anniversary of the day AIDS was discovered and asked entrants to submit a 6 second Vine of them wearing, recording or saying something 'Red' to show support for the cause.
Videos had to be submitted with #RedWorldRecord before 11:59 of their local time zone on the 5th June.
The brand partnered with Mashable and managed to set the world record which included creative entries from all over the world including Kenya, Thailand, the UK and beyond!
Check out some of the entries here
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3. Paddy Power
Paddy Power rarely play it save with their marketing campaigns, so who better to launch an innovative Vine competition!
The betting company ran the campaign in the build up to the Cheltenham festival asking fans to tweet a vine video of where they planned to watch the festival using #LuckyPants
The best video entered won a free £100 bet and was decided on the number of retweets received. The brand even created a leader board to check your ranking! The funnier and more surreal your video is the more likely it is to get supported on the leaderboard.
The winner of the competition was @Ciaran_Mc_G with this video below receiving over 43 retweets - not bad!
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Michelin Tyres launched a Vine competition last month to increase road safety awareness for young people.
A recent report discovered that young 'rural' drivers are 44% more likely to have an accident than those who grew up and learnt to drive in towns or cities. The brand created the competition to drive awareness of the issue.
To enter the competition followers must upload a Vine video on the subject of 'young drivers and road safety' to Twitter with the hashtag #michelinyoungdrivers.
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5. Cavendish Hotels #ValentinesVine
On Valentines Day Cavendish Hotels asked fans to create their best #ValentineVine, with the most romantic video winning an overnight stay for two on February 15th.
Neil Braude, general manager of the Cavendish London said "We wanted to be an early adopter with Vine and for our social media supporters to have some fun," he said. "It will be interesting to see how many entries we receive." (via mashable)
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Why run a vine contest?
Running a competition on a new social network such as Vine while it's hot, is a great way to engage the early adopters using the platform and at the same time will generate PR exposure for being one of the first.
It also shows your brand as forward-thinking and innovative - these competitions aren't about the amount of entries received, they are about doing something fun, risky and different to everyone else.