Online video is growing faster than anything in the digital space. New channels like Vine and Instagram video are poppping up overnight. How can brands take advantage of these new tools and channels?
Honda took a good swing at it recently with for it's annual summer clearance event, using the #wantnewcar hashtag on twitter and responding to tweets using it with customized Vine videos They kicked it off with a tweet from @Honda reading, "Sick of your car? Use #wantnewcar to tell us why and you might get a special one of these:" followed by a link to the video below.
Honda #wantnewcar Vine Video
According to Brandchannel, the campaign the hashtag was used 6,895 times by 5,617 different Twitter users, creating 14.8 million Twitter impressions in less than a week. Not to shabby. The real time responses to people were a big part of the campaign's success.
Even though it was a Vine campaign, that didn't prevent Honda from creating an Instagram video to go with it. I love that they poked fun of the fact that they had an extra 9 seconds they didn't know what to do with. I thought that made the ending very funny.
Honda – #wantnewcar Instagram Video
It's good to see brand being inventive with these new video formats. If they can do it for a retail event like a clearance sale, every brand can come up with something for their product, service or event. Have you tried working with new video formats for your brand? What have you done? How were the results? I'ld love to hear about it.
Mike McClure, Exec Creative Director and Social Media Guy
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