Many marketers are now using Twitter’s Vine app, which allows its 40 million users to create and share 6 second looping gif-format videos. The latest and most noteworthy instance is Airbnb’s “Hollywood and Vines”. The online room rental platform that connects hosts and travelers across the globe is stitching together a crowdsourced short film six seconds at a time.
Instructions were released on Twitter and promoted via the Sundance Channel, Facebook and Google +. A 48 hour window for submissions listed 40 shots based around the theme of Adventure and Travel, each with their own hashtag.
Judging is to be based on creativity, compliance and video quality. The resulting edited film will be aired on the Sundance Channel in the US on September 13th. Those whose Vines appear in the film get a $100 Airbnb credit. Airbnb are already known for content marketing and have to be admired for leveraging Vine in a relevant and engaging way.
Many brands are starting to facilitate and leverage user-generated content (UGC). These brands understand the power of co-creating their brand together with consumers and tapping into the creativity of their fans.