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Vine may still be newbie on the social media scene, but it’s already being used by major brands to share quirky six second long videos and looping snapshots. The latest brand to adopt the fledgling video service? That would be the South African arm of Italian liquor brand Disaronno.
To promote its upcoming mini music video festival, Disaronno has put together the first in a set of quirky Vines made using some patience and a shadow puppet booth. While the app hasn’t gained a massive following in the country as yet, the team says they thought it was the perfect tool to be creative and original in a short space of time.
While Vine has already been used by early adopters like the Premier Soccer League, they think this may be one of the first times a consumer brand has put together a Vine ad campaign in South Africa.
To continue the mini creative video theme for their mini music video fest, Disaronno plans to switch out the traditional Twitter feed for a Vine wall at the events (dubbed ‘the Showcase’) in Cape Town and Johannesburg. In between watching a selection of unique videos from the UK, Argentina, the USA and Germany (including songs from artists ranging from Two Door Cinema Club to the Yeah Yeah Yeahs), guests will be able to make their own Vines using creative props and a scaled-up version of the shadow puppet booth Disaronno used for its own six-second loops. If they tweet them using the official #BeOriginale hashtag, the Vines will be displayed on the Vine wall for all to see.
Until then, Disaronno will be creating more quick and quirky videos on its Vine account.