“The average attention span of an American adult is seven seconds,” according to Laura Spaventa, PR Manager with Vocus. With that in mind, Honda recently made the decision to use Vine and Twitter to help promote its summer clearance sales event — a great example of how brands can use these tools for customer service.
As part of its new ad campaign, Honda is responding to anyone who tweets to @Honda using the hashtag #wantnewcar with real-time Vine videos. Additionally, the campaign will be supported by TV, print, and digital and radio advertising while leveraging the conversation around the hashtag and user-generated tweets.
“A Vine video is six seconds, so it gives you just enough time to grab someone’s attention and get your message across before that person loses interest,” continued Spaventa. “Vine is a different and creative way to engage with our audience, rather than just tweeting out a link to a blog post.”
There’s a lot of conversation around Vine and Instagram, which launched its own video feature earlier this month, but Nissan doesn’t believe you have to choose between one or the other. The auto company is using Instagram and Vine to promote its “Your Door to More” contest, which gives fans a chance to help promote the 2014 Nissan Versa Note.
Initially, Instagram wasn’t something the company planned on using and had to revise the campaign before launch. “One option was to just stick to our plans,” stated Erich Marx, director of social media and interactive marketing at Nissan. “Vine is the fastest-growing app in the space. But we and Chiat understand that the social space is all about being flexible and adaptive, so we incorporated Instagram into it.”
Nissan found a lot of fan activity on Vine during last year’s Sentra campaign. The Versa will be an experiment. “Since Instagram is two-and-a-half times longer than Vine, the videos will be totally different,” noted Marx. “It’s really going to be a beta test on which one people gravitate to.”
Honda currently has a little under 124,000 followers on Twitter and more than 2 million Likes on Facebook. Similarly Nissan has just under 3,700 follows on Twitter and more than 6 million on Facebook. It’ll be interesting to see how the two summer campaigns impact the brands’ Twitter and Facebook presence, if at all.
Jennifer Beese: Jennifer Beese has worked as a community manager and social media strategist. When she’s not writing, you can find her studying anatomy and physiology—she literally has a skeleton in her closet—or under the stars with her telescope.