Brands such as Volkswagen and Peanut Butter & Co. have 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. Peanut Butter & Co. tried a digital coupon program with Qples for National Peanut Butter & Jelly Day, garnering more than 6,000 coupon downloads.

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