Vine format bears fruit for brands

04/8/2013 | Adweek

Volkswagen has enjoyed success using Twitter's six-second video format Vine, writes Christopher Heine. VW used the format at the New York International Auto Show in conjunction with agency SS+K, with attendees uploading clips of cars for thousands of impressions. The platform has also worked well for Peanut Butter & Co., which used a Vine to promote a deal on it's products. "Sometimes it takes the little guy to figure out how to make something like Vine pay. Because we cannot afford huge ad spends to get the word out," said Lee Zalben, president of Peanut Butter & Co.

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