Marketers have gotten really creative with their use of Vine, but vacation rental site Airbnb is taking it to the next level by making what it bills to be the first-ever movie created with the app.
Via Mullen San Francisco, the brand has launched "Hollywood and Vines," a campaign asking consumers to contribute six-second Vine clips that in the end will edited into a short film about travel and adventure.
From August 22 to August 25, Airbnb will deliver "shot instructions" via Twitter at @airbnb. Participants can pick a shot (e.g., fly a paper plane) and shoot a Vine, then share them via #airbnbhv. The final Vines will be collected and the best will be edited into a longer film, to be aired on the Sundance Channel (among others). Those whose Vines appear in the film will get a $100 credit for an Airbnb stay.
Crowdsourcing scenes for a film isn't a new idea, of course. It's served as the basis for award-winning efforts like American Recordings/Lost Highway's "The Johnny Cash Project," via director Chris Milk and Google's Aaron Koblin. But it is the first in a new type of application for the Vine app, which is steadily gaining traction with advertisers.