How HP Turned 6-Second Vines Into a 30-Second TV Ad

Brands are repurposing social media, memes into multi-platform campaigns

Brands are constantly seeking creative methods to make their pricey campaigns pay off in more ways than one. But computer giant HP hit the jackpot by turning its Vine campaign for the HP Pavilion x360 convertible laptop into a first-of-its-kind national TV commercial.

HP's vp of worldwide marketing Vikrant Batra said the company decided to aim its lower-priced computer, which can flip between being a tablet or a laptop, at high school and college students. Knowing that young millennials spend hours on Vine, HP, with help from agency 180LA, called for Vine creators on Niche­—a platform that helps brands find social media content creators—to submit ideas that demonstrate the product's versatility, using the hashtag #BendTheRules as inspiration.



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