by Nicole Brown, socialmediaweek.org
August 11th 2014
This week, Hewlett-Packard released a new television ad for its Pavilion x360 — a notebook that turns into a tablet — made up of a continuous sequence of Vines.
As reported in the Wall Street Journal, HP asked Vine-ographers Robby Ayala, who creates silly videos, to entertain his 2.8 million followers, and Zach King, whose visual trickery has amassed 1.7 million followers, for six seconds of creative story-telling featuring the Pavilion x360.
The “#BendTheRules of TV Advertising with the HP x360″ campaign is the first television spot created entirely of Vines.
According to WSJ: “The idea, says Rob Le Bras-Brown, HP’s senior vice president of marketing in its printing and personal systems unit, was to “find creative people in social media, particularly ‘vine-ographers,’ and give them the machine and invite them to be creative with it in six seconds.”
Zach King, for example, has amassed 1.7 million followers on Vine for visual tricks like this.
Mr. Le Bras-Brown said that the Vine stars had relative freedom to create their own six-second videos with the product. HP’s creative agency 180LA also worked on the spot. A normal production timeline for a 30-second TV ad can run 10 to 12 weeks, HP says, but the new Vine ad only took about 11 days from start to finish.
Marketers are clearly itching to further connect TV and digital audiences, but whether Vine will continue to meld into TV advertising — or if it’s just a flash in the pan platform — remains to be seen.
Here’s HP’s full ad, which it is also promoting on YouTube: