An experiential call to action in 6 seconds

Joss Davidge, Business Director of brand experience agency BEcause, continues his weekly search for great marketing ideas.

This week he looks at an innovative use of Twitter’s Vine platform, which engaged viewers and acted as a call to action.

I have seen a few brands experiment with Twitter’s fairly recent acquisition “Vine”. The micro-video app allows users to create 6-second-long videos to share online, making it sit very nicely with Twitter’s 140 character limit.

McDonald’s has played 6-second games of noughts and crosses with fries and burgers, Bacardi has showcased 6-second Bacardi-Cocktail “how to’s” and several clothes brands have captured the essence of their brand with quick, snappy 6-second videos designed for sharing.



This is the first Vine campaign I’ve seen that acts as a call to action. London based charity Kids Company teamed up with AMV BBDO to create a trio of 6-second videos that depicted children suffering from neglect, malnutrition and abuse. The video was then followed by a number that users could text to donate £5. This would unlock a second video that showed the children in a safe environment.



For me the power of this campaign lies in its simplicity.  For the charity this simplicity provided a clear message that was bound to have a profound impact on the viewer. Further to this, as Vine videos are uploaded as soon as they have been created, there was also no post-production work. Meaning this well-received and well-shared campaign was created with minimal cost.

This is an interesting example of an experiential campaign that taps into current trends and technology in order to provide an effective and memorable online experience that people want to share, talk about and, most importantly, act upon.

Read more from Joss Davidge in our Clubhouse.