mobile advertising

Steve Madden Launches Spring Campaign on Vine

Posted by Sheila Shayon on March 7, 2013 11:27 AM

It's not exactly Hollywood and Vine, but it's close. Steve Madden is the latest hip brand to turn to Twitter's new microvideo-sharing app Vine, which streams 6 second video clips.

The brand will use the service—which recently earned itself a 17+ age rating and "contains age-restriced material" caveat after users started uploading pornographic videos—to promote a sneak peek of Madden's Spring collection and a one-day-only sale.

The full-blown ad campaign, a first for the new app, asked New York photographers Kareem Black, Bibi Cornejo Borthwick, Alessandro Zuek Simonetti, Michael Greenberg and Annie Powers to each capture and showcase a different shoe style in Vine clips. The videos will be shared across the app, Facebook and Twitter and will promote a 30 percent off spring sale for the new collection.  

The free IOS app has been climbing the iTunes app store charts since its release in late January. While Madden may be the first brand to launch a multi-clip campaign on the app, several other brands including General Electric, Gap and Emporio Armani have used the short videos to gain exposure. 

While Vine is certainly the hot new thing on the market, that doesn't mean users are completely satisfied. In a (sarcastic) open letter to the app, Techcrunch's Jordan Cook explains some of the features he hopes the app will add in the future, including Android capability, a voiceover tool, the ability to toggle between front and rear-facing cameras and the addition of @mentions—a tool created by the app's owners, Twitter. 

"Vine is even more urgent than Instagram," concludes Crook. "It seems clear that Vine is more for creation, and Twitter is for consumption."

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