The really special thing about Vine is the fact that the 6 second nature of it has actually caused people to become more and more creative with what they capture in the video. Just as people had to learn to do more with less with the 140 character limit of Twitter, the same is true of Vine. But, in this case, the added video and audio components allow people to push that creativity further.

1. ERWIN PENLAND PRESENTS
FOOD FOR THOUGHT
Putting Vine in Perspective
October 2013
Erwin Penland - Proprietary and Confidential

2. Vine
Vine launched in February of 2013 and
quickly amassed over 40 million users, making
it one of the fastest growing social platforms.
Vine, like Tumblr, is popular among teens
and millennials and is a platform that
the younger set is flocking to not only
because of the features the app offers, but
perhaps also because it’s a platform that their
parents have yet to discover.
In addition to the growth of the app itself,
Vine videos have also proven to
generate interaction on outside channels.
Branded Vines are 4x more likely to be seen
than online video and approximately 5 tweets
every second contain a Vine link.
the stats
Population
Age Group
40
teens
MILLION
Platform
Feed
creative
expression
5
tweets
per second
contain
a Vine
Online video
4x
branded vines
more likely to
be seen
Sources:
http://www.mediabistro.com/alltwitter/vine-facts-tips_b48833
http://marketingland.com/vine-hits-40-million-registered-users-56481
Erwin Penland - Proprietary and Confidential

3. constraint = creativity
The really special thing about Vine is the fact that the 6
second nature of it has actually caused people
to become more and more creative with what
they capture in the video. Just as people had to learn to
do more with less with the 140 character limit of
Twitter, the same is true of Vine. But, in this case, the
added video and audio components allow people to
push that creativity further.
socialTIMELINE
PAST
PRESENT
FUTURE
Erwin Penland - Proprietary and Confidential

4. Not Just for Teens
Thus we’ve seen the phenomena of the Vine
Celebrity emerge. Some of these Vine Celebs are
creatively inclined teens and some are actual
actors, comedians and musicians who have been
able to achieve massive popularity on Vine before
they were able to do so via traditional
routes. These celebs leverage the stop-motion and
looping nature of the platform to showcase their
skills through humorous takes on day-today situations or the environment around them.
These are two of the top Viners — Brittany Furlan
& Nicolas Megalis, who both boast 3M+ followers
on Vine.
Both churn out original content constantly for
their followers but have also been tapped
by brands.
Source:
http://news.cnet.com/8301-1023_3-57598951-93/vine-famous-twitters-quirky-app-unleashes-a-new-wave-of-video-stars/
Erwin Penland - Proprietary and Confidential

5. Brands winning
Trident tapped both Brittany and Nicholas to
help promote their Trident Layers product,
leveraging some of the things that make them
unique. Brittany brought out her catch phase and
Nicholas did a musical take.
Honda leveraged Vine’s close tie with Twitter
to create content in real-time and engage
consumers for the promotion. Their approach was
simple and creative — they asked followers to
submit questions via Twitter such as “what is it like
to drive a Honda for the first time?” and
then responded back to them in real-time via
Twitter with an original piece of content.
It’s no secret that Lowe’s has made an investment in
producing content for DIYers and home improvement
aficionados. As part of this investment, they
leveraged the stop-motion nature of Vine to produce
a series of simple but powerful videos that provide
consumers with home repair “life hacks” under their
#LowesFixInSix campaign.
Erwin Penland - Proprietary and Confidential

6. Gravity Day
General Electric is a multinational conglomerate
that produces innovative products in categories
ranging from energy to infrastructure. They tend
to use Vine to reinforce their authority in the
areas of science and innovation in a way that’s
more palatable for the general public. Essentially,
they try to make “big” feel “small.”
Recently, they did a Vine activation around
Gravity Day on 9/8 with the intention of honoring
Isaac Newton. They did this using a combination
of GE original content, Vine Celebrity content and
revine content from users to create the world’s
longest apple drop.
Erwin Penland - Proprietary and Confidential

7. Food for Thought
Food For Thought is Erwin Penland's thought
leadership platform.
It began six years ago with a three-day annual
symposium celebrating the intersection of
food, creative thinking, entrepreneurialism and
social responsibility through events,
discussions and of course, dining.
The fully experiential gathering is crafted to
inspire dialogue and debate among prominent
entrepreneurs, business leaders and creative
thinkers from around the country – showcasing
how creativity is paramount to success in every
organization, and in fact, in life.
For more information:
Joe Saracino
Chief Marketing Officer
Erwin Penland
joe.saracino@erwinpenland.com
Erwin Penland
erwinpenland.com
@erwinpenland on Instagram, Instagram and Vine
Instagram.com/erwinpenland
Food for Thought Conference
foodforthoughtconference.com
@fftconference on Instagram
Instagram.com/fftconference
The platform itself has been extended into
quarterly client sessions, internal agency
training programs, research and marketing
trend presentations.
Erwin Penland - Proprietary and Confidential