In an attempt to reach consumers online, the automotive industry has increased spending on video advertising. In Q4 2013, the industry ranked second in the number of video ads viewed with 308.3 million. Additionally, automotive brands are seeing higher completion rates with their video content. According to Sizmek, auto led all global industries in terms of video completions of mobile banner ads in 2013.
Vine seems to be the up-and-coming marketing tool for auto brands seeking new ways to engage online and mobile video viewers. Though brands have been using this 6-second social video service for well over a year, Buick and Ford have recently joined the fray, enlisting Vine stars to promote their new models.
Buick teamed up with Zach King (1.1 million followers), a talented Viner known for his impeccable editing. Below is an unbranded example of his work:
Here are two of the 10 spots King created for Buick:
These Vines received over 20,000 revines (shares) and 30,000+ likes. Buick chose to post the Vines on its own account which currently has 7,100 followers.
“We are trying to connect with a new audience and extend brand awareness,” Nick Richards, manager for the Buick communications team, told Adweek. “It’s all about creative work. The biggest challenge we have with this brand is what we call false familiarity. That’s when [people] have the wrong idea of what the brand means and are not familiar with the products we have today.”
The company hopes to to alleviate false familiarity with its entertaining Vine videos.
Ford partnered with Rudy Mancuso (4 million followers) and had the star upload the branded Vines to his own account to reach his huge fan base. Ford then revined the videos to its 25,000 followers. The spot proved popular, generating 89,300 revines and 184,300 likes.
When it comes to branded collaborations with social media stars, Ted Murphy, CEO of Izea notes, “The key to sponsored social pricing is to match the right creator with the right brand. High-quality brands that are willing to give social media content creators freedom when producing sponsored content are often able to realize pricing efficiency and drive more value for their sponsorship dollar.”
Buick and Ford have seen great success with their collaborative Vine efforts. The Vine stars infused the spots with creativity and originality, providing app users with entertaining, shareable branded content. Other automotive companies may take the plunge into Vine as a response to the positive results of the Buick and Ford campaigns. The biggest takeaway here is that automotive brands are finally distributing content across channels where target audiences are more likely to watch, share and engage with branded video.