GE’s Twitter Vine ‘Science Fair’ Gets Social Ad Push

Tumblr, BuzzFeed, Facebook, Promoted Tweets in play

General Electric is executing a Twitter Vine-based "science fair" promotion through Aug. 15 that includes ads via several social platforms as well as an influencer push. The Fairfield, Conn.-based corporation is encouraging consumers to submit Vine videos with the hashtag #6SecondScience. The marketer will then tweet, Vine and blog the best examples.

The six-second social spots will likely feature consumers mixing together disparate items like soap and soda pop—whatever combination ends up with a cool scientific result.

GE is buying Promoted Tweets, Facebook ads, Tumblr mobile promos, and BuzzFeed and Mashable integrations. Popular Vine users—names like Rudy Mancuso, Jordan Burt, Meagan Cignoli, Pinot and Jethro Ames—are being employed on the effort.

Social shop Vayner Media is assisting on the week-long play.

Even with the very recent debut of Instagram video, seven-month-old Vine seems to be continuing to gain steam among brands like GE.

In recent days, brands such as Tide, Volkswagen, McDonald's and The Weather Channel have utilized the short videos to capitalize on Discovery's popular Shark Week series.