Just three months after release, Twitter's Vine video service for creating 6-second clips has already become the muse of marketers looking to reach people through imaginative messaging.
Brands such as Lowe's, Urban Outfitters, Taco Bell, and Bacardi, with the help of their digital agencies, have embraced the platform to test unconventional campaigns on social audiences who seem to appreciate their business-as-unusual approach.
What follows is a panoply of creative Vine brand campaigns. If advertisements as looping, GIF-like videos scare you, I suggest you turn away now.
Note: If for some reason a particular clip below shows up as nothing more than a black box, you can click on the white banner along the top of the box to open the clip in a new browser tab.
Lowe's helps you fix it, quick
Fix it in 6 seconds? Yeah, right. But home-improvement company Lowe's has crafted some pretty inspiring #lowesfixinsix Vines that make all those honey-do household chores (for him and her) look like a piece of cake.
Where do #yourchucks go?
Urban Outfitters, a Vine-ripened brand, teamed with Converse to get Chuck-lovers to submit 6-second video diaries of their adventures with these popular kicks. The best #yourchucks entries will win prizes such as free sneakers or a trip to San Francisco.
Science in 6 seconds
General Electric, a 121-year-old appliance manufacturer, skips the hard pitch and markets like a much younger brand with its funky #6secondscience clips.
Gap fills in the blanks
Who needs a catalog? With a little help from Vine, Gap makes its new products come alive.
In the mood for Malibu
Malibu Rum proves that a simple visual can tell an enticing story. Not bad for the Pernod Ricard brand's first stab at 6-second marketing.
Bacardi's 6-second cocktails
With #sixsecondcocktail, Bacardi U.K. demonstrates how to make a variety of cocktails in 6 seconds or less. #iwant
Taco Bell teases new tacos
A Vine about greasy tacos doesn't appeal to this vegan, but you have to hand it to Taco Bell for a cooler-than-usual advertisement. The company embraced Twitter's snack-size video service to whet appetites ahead of the release of its Cool Ranch Doritos Locos Tacos. Side note: Hey Taco Bell, what shade is that nail polish? It's totally fetch.
Doritos' Easter surprise
I don't know what a Mariachi band has to do with Doritos, but at least the Frito-Lay brand is keeping things consistent. In this Vine video, the official Mariachi Doritos band -- yes it's a real thing -- performs a mystery tune to get brand fans to play along.
Gogo gives away a secret
What's sweeter than Wi-Fi at 25,000 feet? Free Chromebooks courtesy of in-flight Internet provider Gogo, which used Vine and Twitter to spill the beans about its Valentine's Day giveaway.
Wheat Thins FTW
Crackers aren't too exciting, but the Nabisco brand tried to spice things up a bit by supplementing its high-priced Super Bowl ad buy with something a little more quick-and-dirty for the hungry kids on Twitter.