Airbnb is taking a creative approach to using Vine for marketing by instructing users around the world to take specific videos, which may then be included in a short film.
The room rental service will tweet out one prompt each day for the campaign, called Hollywood and Vines, from Thursday through Sunday. Users have up to 48 hours to submit their Vine videos by tweeting them with the hashtag #AirbnbHV.
Here's the first prompt for the campaign:
A paper airplane flies thru diverse landscapes, left to right. Show the best parts of where you live! #AirbnbHV #S1 pic.twitter.com/8ElvxeVLEq— Airbnb (@Airbnb) August 22, 2013
Airbnb describes the effort as a "first-of-its-kind, short film made entirely of Vines" and crowdsourced from people around the world. "In the end, Airbnb and the global community will help create a story of travel, adventure and finding your place in the world."
Not surprisingly, Twitter CEO Dick Costolo was quick to praise the idea in a tweet:
Awesome, @airbnb launches "Hollywood and Vines" using @vineappMake film history in 6 seconds with http://t.co/zlkuY1qkjs #AirbnbHV— dick costolo (@dickc) August 22, 2013
Though Vine has continued to grow its user base to more than 40 million accounts, brands appear to be more comfortable using video on Instagram, which has a significantly larger user base and doesn't require companies to establish a presence from scratch.
That said, some of the brands that have embraced Vine have found plenty of creative ways to use it for marketing purposes. Honda, for example, recently responded to customer tweets with real-time Vine videos.
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