AU MA Social Media

A class blog about social media.

Stealth Marketing: Vine ads undercover

Posted by jn5464a on August 6, 2014

In a new stealth advertising scheme in which companies pay the most popular social media users to “organically” promote products, companies are finding loopholes to reaching wider audiences in an ad-free environment.

The leading Vine advertisers have been Kelloggs, Coca-Cola and Virgin Mobile.  Check it out for yourself in the most recent Coca-Cola “Advertisement” link below…

https://v.cdn.vine.co/r/videos/274A11D17E1094413480104476672_141ba4630ff.3.2.mp4?versionId=.uhA0AE1EpEEtZ1yQsMrGQIoVjYWEH33

Interesting huh?  Fascinatingly, that 6-second video can cost companies anywhere from $5,000 to $30,000 according to Cory Vaynerchuk co-founder of Grapstory. It leads one to wonder, how effective is this guerrilla marketing strategy?  While these vine videos go viral, does it help in the expansion of the overall brand and is the message impactful?

Many of the vines partnered with these companies have little to no obvious connection with the brand.  The messaging is so subtle ( such as #shareacoke, #iheartradio) that they might as well not be there at all . Additionally, the vine demographic is between the ages 14-25 with a high concentration on users of ages 13-18.  While this audience is an upcoming demographic, for many companies these tactics would be a waste of time and effort.

What do you think?

Don’t have a vine?  I bet you’re reconsidering now.

download VINE and jumpstart your career.

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