Many brands try to jump onto a new platform without really having a strong idea behind what they are doing. Lowe’s have succeeded in using Twitter’s new Vine platform – a mobile service from which allows users to share short looping six second videos – to bring something interesting and useful to consumers.
“Lowe’s Fix in Six” (#lowesfixinsix) is also truly inspired by Vine, rather than being a force-fit. The series features home improvement tips — like using pillowcases to organize sheets, removing stripped screws, taking off a stubborn sticker, cleaning rusty knives or keeping squirrels away from your plants.
These simple, everyday improvements are ones that consumers will find valuable and want to share with others. Lowe’s plans to release 12 Vine videos in total via its Twitter and Facebook pages.
The films were made by Meagan Cignoli, a finalist in the #6secfilms Vine contest at the Tribeca Film Festival.
EVOLUTION OF SOCIAL
A move from static content to video interaction, text to picture, desktop to mobile and ever increasing scale offers new opportunities for consumers and marketers