Vine was a mobile app launched by Twitter in January 2013 that allowed users to capture and share 6-second video clips. It was seen as the first viable platform for social video sharing. Within its first 5 days, a promoted Vine post by Red Vines candy gained over 600,000 impressions and 31,000 paid impressions for only $500, receiving positive coverage from tech publications and experts for being one of the first brands to experiment with video advertising on the new Vine platform.

1. Vine App Case Study
• VineApp – mobile service that allows
users to capture and share 6 second
video clips.
• Acquired by Twitter & launched on Jan.
28
75+ Retweets
69 Favorites
11 Replies
• Seen as the first realistic solution for
social video sharing
• Most discussed content platform at the
moment
Source: http://mashable.com/2013/01/25/twitter-vine-brands/

2. Dominating the Brand Conversation
According to Industry Experts
“A brilliant brand move.”
“Red Vines wins!”
“Great to see brands experimenting with
Vine, fitting to see Red Vines in the mix.”
“A very cool use of Vine!”
“Great quick brand response to
In 5 days:
new market opportunity.”
•+605K total impressions
•31K paid impressions; 695 paid clicks
• - Targeted towards digital media/tech enthusiasts
•$500 promoted post
•“First brand to promote video content on Twitter”

3. Tech Publication Coverage
Vine Blog
Source: http://mashable.com/2013/01/25/twitter-vine-brands/
http://adage.com/article/digital/vine-excitement-skepticism-ad-world/239422/
http://www.adweek.com/news/advertising-branding/twitter-vine-took-5-minutes-make-cpg-146818