Where the cats go, the brands will follow

Vine and Instagram both offer short format video.  Vine lives and dies by 6 seconds of video and Instagram allows users to create up to 15 seconds of video.  As with anything successful on the internet it starts with cats.  I don't know why, I have a cat, I don't watch videos of cats online, but millions of people do.  True to marketing form, where the cats go, the brands will follow. The site Mashable reports that "40% of the top 1,000 most popular instagram videos are from brands".

Vine will have a special treat this Thursday November 21, 2013 from #LexusinTokyo.  Lexus is pairing Twitter and Vine together in a social media response campaign that will take tweets with the hashtag #LexusinTokyo that request details on the new RC Coupe and LF-NX concept that they would like to see.  The Lexus brand will select two tweets per house from 9am to 7pm and reply with Vine video responses.  They are calling the campaign: "Get Up-Close with Twitter + Vine".  Old Spice did this back in 2010 with YouTube responses to tweets and generated a lot of buzz for the brand.  It will be interesting to see if this gets as much attention.  What are your thoughts on brands using this tactic?