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Vine has introduced a new ‘sessions’ feature, which means you can now save up to 10 Vines for editing or adding footage to at a later date.

You can also play around with the timeline of individual saved Vines by reordering separate shots, which means the user can fix any mistakes in the recording process.

An earlier update introduced ghost, which allowed the user to check the composition of the frame by faintly superimposing the previous shot over the screen.

These updates only serve to make Vine more user-friendly and professional. The upshot is we’re likely to see much better quality Vines in the future, as users now have the ability to re-edit and polish their own work.

These improvements arrive shortly after Instagram added video functionality to its photography app. Some saw Instavid as having a major advantage over Vine – 15 second length, choice of cover photo, Instagram’s own selection of filters – but with Vine amassing 40m users in just nine months, Vine is still a viable playground for brands to exploit.

Let’s take a look at the most recent examples of branded Vines…

Dunkin’ Donuts

Dunkin Donuts recently claimed a world first by premiering the first ever Vine produced advert on television, during an ESPN football programme in September.

VP of global consumer engagement Scott Hudler states Dunkin’ Donuts future plans for Vine…

We think a billboard using Vine is dramatically more engaging than a standard billboard with a corporate logo on it. Everyone is multitasking while watching TV with their phone, tablet or laptop. A lot of times, the content on their mobile device is not related to their TV shows.

Airbnb

The online travel community Airbnb has followed Dunkin’ Donuts’ lead by producing its own Vine content for television.

Airbnb asked its followers to send in Vines, as specified by directions on Twitter, and the resulting 100 Vines were pieced together to form a crowdsourced 4m30s long narrative entitled Hollywood and Vines. (Major kudos for the Tom Waits reference)

Trident

Dunkin’ Donuts can forget its ‘world first’ claim, as this effort from Trident was actually broadcast on television days before.

Trident hired the two most popular Vine users Nicholas Megalis and Rudy Mancuso to create four different Vine videos for the brand's campaign. Trident chose the above Vine for its television broadcast as it created the strongest engagement.

Does this point toward a future where brands use Vine as a test market for wider television campaigns? 

Target

Target takes full advantage of Vine’s ‘infinite loop’ with this beautifully created vine.

Sure it doesn’t actually advertise anything, mention the brand name or even convey a message, but what it does however is show the creativity of the brand.

Here’s another great example from Target.

Bored over summer? Just tap the Vine and it randomly chooses an activity for you.

USA Today

Here’s USA Today’s self-deprecating Vine from a couple of weeks ago…

A perfect balance of humour and subtly effective editing techniques.

Bonus Halloween Vines: 

Here are some fantastic seasonal Vines that brands created in October: 

Tide

Tide created a whole slew of spooky and kooky horror movie homages on Vine. These being my particular favourites…

Psycho

Carrie

The Ring

I particularly like the parallel viral conceit that, just like the cursed video featured in the film, you have to share this video within seven days, otherwise…

Oreo 

The cookie company followed Tide's suit with this great homage to The Shining.

It also carries the tagline “All milk and no dunk makes Oreo a dull cookie.” That probably doesn’t say much for the product itself, but I do love The Shining.

For balance, here’s 10 of the most shared brands on Instagram video and an article exploring the differences between the two competing platforms.

Christopher Ratcliff

Published 4 November, 2013 by Christopher Ratcliff

Christopher Ratcliff is the editor of Methods Unsound. He was the Deputy Editor of Econsultancy. You can follow him on Twitter or connect via Google+ and LinkedIn

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Comments (2)

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Carolyn

Some good inspiration here

over 2 years ago

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webmoghuls

really great article

over 2 years ago

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