Mickey Mouse Asks Fans To Join The Vine Side
Disney will begin posting the entrants on Oct. 7, and these curated picks will receive $1,000 and entry into a grand prize vacation to Disneyland or Disney World. The big winner also is being recruited as a Vine filmmaker, awarded a $10,000 commission to create a series of videos for the feed.
In short order the feed has already attracted nearly 10,000 followers and a healthy flow of content is already pouring into the #DisneySide tag. This is still a drop in the bucket for the 40 million combined social media fans that Disney claims across global social channels.
The branding message in all of this is that the company’s parks bring out your “Disney Side” that the Vine program aims to capture.
Over the summer, Vine hit over 40 million monthly users -- a remarkable growth rate considering the Twitter-owned project launched only this year. A number of brands are making creative use of the vine concept off of the mobile social network itself. This season Dunkin' Donuts used near-real-time Vine creations to replay key Monday Night Football plays and craft on-air ads. the novelty videos travel well, brands have discovered, and so they show up on company Web sites and in a range of promotions.