Regal Entertainment Group, who is in charge of movie theaters across the nation, has taken to Vine to start getting people to theaters. Vine is an app and website where users upload 6 second videos which can be watched by people following the specific profiles, working as a Twitter for video essentially. Vine has become a way to get quick messages associated with a product out on a wide scale.
Earlier this year, Bethesda Softworks used Vine in their campaigns for upcoming games The Evil Within and Wolfenstein: The New Order. Prior to the game’s announcements, the quick six-second videos were a way of teasing their new projects to the public, generating interest and buzz around it without directly giving any information about the nature of the projects. That is where the appeal of Vine comes from — in six seconds a company is able to tell a story about their product while leaving it to the viewer to look for more information themselves, the same way Twitter tells a story in 140 characters or less. Vine has caught on, and is quickly becoming a new way companies are generating interest for their products.
Games are a natural subject of Vine marketing efforts, since most games feature terrific video content. Cutting down a brand message into a mere six seconds requires creativity and cleverness. Time for game marketers to show how creative they can be!
Source: AdWeek
