This year, Logo will celebrate Roseanne’s 61st birthday with a marathon of her 12 favorite episodes of her eponymous show and it will mark the first time that Roseanne will release a list of her favorite episodes of the show. Roseanne recorded Vines to introduce each of the episodes that will air, making this the first-ever Vine-hosted TV marathon. Logo has invested a lot into Vine, announcing in June that they will be producing the first soap opera exclusively on Vine. The Roseanne marathon will take place during the day on Sunday, November 3rd – Roseanne’s actual birthday – and we spoke with Shawn Hollenbach, Logo’s Manager of Social Media Content, to exclusively discuss the integration and the choice to use Vine.
Logo released a preview of the Vines (above) prior to the marathon.
Lost Remote: Why did you decide Vine would be a good platform for this campaign?
Shawn Hollenbach: Logo’s always looking to exploit technology in new and unexpected ways. Roseanne has a strong POV and we love that Vine provides her with a filter-free medium to speak to her fans about her favorite episodes.
LR: How hard is it to make professional Vines, is the platform going to be for niche artists, or will the concept hit mainstream?
Hollenbach: Producing Vines isn’t difficult per se, but creating a Vine that will show up on the “Popular Now” Page requires a strong point of view or a clever joke – which can prove to be difficult for most. On the consumer side, Vine’s already hit the mainstream as one of the fastest growing social apps, but there’s only a small percent of people creating content who’ve really figured out the secret sauce to becoming true Vine stars. Many early adopting brands are finding that creating their own content might not be as effective as utilizing already established Vine talent.
LR: Anything else?
Hollenbach: Logo fans can look forward to more inventive uses of social media in the upcoming months – get your engines revved for “RuPaul’s Drag Race!”
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