Twitter's Vine tool challenges brands to rethink their video-marketing techniques to make use of its six-second format, Rae Ann Fera writes. Among the campaigns cited by this article: a Lowe's clip showing a stop-motion animation of a squirrel; a PlayStation 3 series showing in-game footage from "MLB 13: The Show"; and Kids Company, a nonprofit that creates haunting clips of children in distress.

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