Target’s Summer Up campaign is crossover mix of print, social media, video, and broadcast marketing that stays true to the brand’s persona and their first campaign to use Vine. Target’s presence can be felt across emerging media: Facebook, YouTube, Twitter, Pinterest, Instagram, online, mobile app, and text messaging. With the addition of Vine, six-second shareable, looping video clips, Target seeks to showcase the brand’s quirky, creative image. Three months in, Target’s SummerUp series evokes memories and encourages viewers to make new ones, establishing the brand as a major player on Vine.
One criticism of branded Vines is content created for television broadcast reformatted into a six second clip. As with successful Viners Trident, Lowes, and GE, Target’s content is developed with the Vine in mind. Now that major brands are getting the hang of it, emerging media changes it up again: videos created as Vines are being translated to the big (television) screen. The first brands to do so are Dunkin Donuts, Trident, and Virgin Mobile. Check out Virgin Mobile’s “Vine Winners” TV spot.
What do you think? Can brands turn Vines into TV spots or will it dilute their impact?
EmMedia 