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ERWIN PENLAND PRESENTS

FOOD FOR THOUGHT
Putting Vine in Perspective
October 2013

Erwin Penland - Proprietary and Confiden...
Vine
Vine launched in February of 2013 and
quickly amassed over 40 million users, making
it one of the fastest growing soc...
constraint = creativity
The really special thing about Vine is the fact that the 6
second nature of it has actually caused...
Not Just for Teens
Thus we’ve seen the phenomena of the Vine
Celebrity emerge. Some of these Vine Celebs are
creatively in...
Brands winning
Trident tapped both Brittany and Nicholas to
help promote their Trident Layers product,
leveraging some of ...
Gravity Day
General Electric is a multinational conglomerate
that produces innovative products in categories
ranging from ...
Food for Thought
Food For Thought is Erwin Penland's thought
leadership platform.  
It began six years ago with a three-da...
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Putting Vine into Perspective

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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.

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Transcript of "Putting Vine into Perspective"

  1. 1. ERWIN PENLAND PRESENTS FOOD FOR THOUGHT Putting Vine in Perspective October 2013 Erwin Penland - Proprietary and Confidential
  2. 2. Vine Vine 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 Population Age Group 40 teens MILLION Platform Feed creative expression 5 tweets per second contain a Vine Online video 4x branded vines more likely to be seen Sources: http://www.mediabistro.com/alltwitter/vine-facts-tips_b48833 http://marketingland.com/vine-hits-40-million-registered-users-56481 Erwin Penland - Proprietary and Confidential
  3. 3. constraint = creativity 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. socialTIMELINE PAST PRESENT FUTURE Erwin Penland - Proprietary and Confidential
  4. 4. Not Just for Teens 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-today 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. 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
  5. 5. Brands winning 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. Erwin Penland - Proprietary and Confidential
  6. 6. Gravity Day General 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
  7. 7. Food for Thought Food 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.   For more information: Joe Saracino Chief Marketing Officer Erwin Penland joe.saracino@erwinpenland.com Erwin Penland erwinpenland.com @erwinpenland on Instagram, Instagram and Vine Instagram.com/erwinpenland Food for Thought Conference foodforthoughtconference.com @fftconference on Instagram Instagram.com/fftconference The platform itself has been extended into quarterly client sessions, internal agency training programs, research and marketing trend presentations. Erwin Penland - Proprietary and Confidential
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