Hyundai becomes latest carmaker to use Vine

09/3/2013 | MediaPost Communications

Hyundai is promoting its Genesis R-Spec model on the video-based social network Vine, where it's posting clips to show off the car's ability to hit 60 miles per hour in less than six seconds, which is the maximum length of a Vine video. The clips feature only the instrument panel of the vehicle and were shot on an iPhone to give the footage an immediate feel. "We think of it as bite-sized entertainment, but, strategy-wise, it's also to [speak to] those who didn't know Hyundai had this kind of car," said Tom Pettus of Innocean USA, which created the ads.

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