For those who have been distracted, Vine is a 6 seconds video app for iOS (and now for Android as well) that is the now running strongly on Twitter - despite being only a couple of months old. It is quick, focused and then it goes away - clearly aligned with the short attention that most consumers pay to social networks' news or tweets (for one second, it is really important, but then it just fads away).
And it is a new tool to engage consumers. With some good challenges. Of course Vine is basically part of Twitter, so it uses its 500 million users and segmentation to carry on the message. But, how to pass it on? The problem is that the core of the tool is how short and impactful it is - messages need to be really focused, and banners, pre-videos or anything else is simply not allowed (it would ruin the purpose the consumer is looking at that vine video). The logic answer is that the ad needs to be the vine on itself. You can complement with some words on the tweet that goes along with it, to create interest or context, but you will have to concentrate your key message (and branding) in those 6 seconds - a kind of animated business card message / elevator speech with your consumer. A 6 secs concise, focused message. If you are not able to pass it on 6 secs, you will accomplish nothing in Vine.
Of course, then you can be creative on how to use it - who will receive it, how will you integrate it in a bigger campaign (I hope you have already understand I only talk about integrated marketing, no single tool is magic to reach your consumer), ask consumers to do their own vines for your brands, geo-locate it with Twitter tools, bla bla bla. But the secrete to this will be to drive a concise, engaging, branded message in 6 secs. If you want to ride on social media biggest hype, you will need to accept the challenge!
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