15 minutes of fame? Try 6 seconds. On Twitter’s new-ish app Vine that’s all the time you get. Vine is a free mobile app that allows users to create six-second videos that play on a loop. These videos can be about anything and many users are embracing this free spirited atmosphere and showing just how creative they can be. Vine has reached such popularity that many users have become “Vine- celebrities” gaining millions of followers in just a few weeks and many large corporations have taken notice.
One of the most successful Vine users is Megan Cignoli. Cignoli is a professional photographer who was discovered by Lowes for her creative 6-second clips. Lowes recruited Cignoli to help create a line of videos for their spring campaign called #FixinSix, a stream of home improvement tips from Lowes. After the success of her Lowes campaign she was contacted by other big brands like Puma, eBay, Nike, GE, and BMW. Cignoli has reportedly been signed on to shoot for 11 more big name brands in the near future. Cignoli may have the most deals with big corporations, but she isn’t the only Viner to ink sweet deals with major companies.
The most popular Vine celebrity with 2.8 million followers is Cleveland born Nicholas Megalis. Megalis, whose Vines are can only be described as ridiculous, was an aspiring musician who never expected to become such a phenomenon. Megalis’s is such a popular fixture on Vine that he’s was hired to walk the red carpet for the movie The Family and for the MTV Video Music Awards and Vine his experience to help garner attention for the two projects. Megalis has moved on to sign deals with both Virgin Mobile and Trident Gum to grow their fan bases on Vine.
Virgin Mobile is starting the trend of using Vine as marketing tool and pioneering partnerships with Vine celebrities. Alongside Megalis the company has singed on 19-year-old Brandon Calvillo, a current employee at Gamestop. Calvillo has signed a 10 Vine deal, which will make him around $1,000 per 6 second Vine. Virgin Mobile also recruited Rudy Mancuso a young musician who has 1.8 million Vine followers and consistently Vines himself singing.
The success of Vine and the emergence of these ‘Vine superstars’ caused the talent agency GrapeStory to be founded to help corporations and Vine celebrities meet and sign deals. GrapeStory was founded in partnership with Jerome Jarre, another Vine superstar with 2.4 million followers. The talent agency has 20 to 30 Viners signed on and has found talent for GE and Virgin Mobile, these Vine celebs can easily make $1,000 to $10,000 per 6 second video.
While Vine celebrities are usually just regular ole Joes many actual celebrities are starting to embrace Vine too. Some of the most popular celebrity Vine accounts are Harry Styles from the band One Direction, Josh Peck from the Nickelodeon hit Drake and Josh, Olympic gymnast McKayla Maroney and Joe Jonas from the Jonas Brothers.
Many large companies and corporations have embraced this app and have started to produce their own Vines. Some of these large companies that are using Vine as a marketing tool include GE, Toyota, Taco Bell, Malibu Rum, NBC News, Wheat Thins, Red Vines and Urban Outfitters. These large companies are using Vine as 6-second commercials that not only endorse their products, but do so in wildly creative ways. Using Vine as a marketing tool is still a new venture, considering the app just launched in January, but many suspect this trend will only continue to grow in the marketing world.
Author: Katie FitzGerald is our Fall Community Manager here at Verge Pipe Media. Verge Pipe Media assists public institutions, enterprises and the non-profit sector with Imaginative Inbound Marketing strategies + campaigns. We also have a development team chock full of Marvelous Mobile Migrators, poised to help transition our clients into a mobile + social world with custom software, iOS and Android mobile apps.