110 THE POWER OF VISUAL STORYTELLING You don’t have to limit yourself to product showcases. How about showcasing a service? SweetShot Photography is a boutique photography company that used Vine to promote headshot sessions. They shot a short behind-the-scenes video of how they stage a headshot session, finishing with a shot of an empty stool all set up for you to join them for your own shoot. The next day, @sweetshotphoto tweeted that it had generated new 142 leads thanks to the Vine post. Vine can also be used to host contests or sweepstakes, allowing brands to crowdsource unique content from their fans. As the temperatures increased during spring 2013, Dunkin’ Donuts hosted the Running on #IceDD contest to celebrate the return of iced coffee season. The contest prompted fans to use Vine with the hashtag #IceDD to show how Dunkin’ Donuts iced coffee put a spring in their step for a chance to win a one- year supply of Dunkin’ iced coffee. Five runners up also had the chance to win gift cards to Dunkin’ Donuts. Throughout the promotion, Dunkin’ Donuts also created three of its own #IceDD videos to raise awareness and inspire its community on Vine to par- ticipate. The contest ran for one week, and it generated a range of energetic, creative submissions. It’s important to note that any video contest will offer a higher barrier to entry because it’s more work to participate in than, say, text or photo contests. However, pursuing this path has the potential to generate much stronger, shareable content that can leave a lasting impression with fans. The creativity and integration with Twitter continues to propel Vine into new arenas. Dunkin’ Donuts also generated headlines for being the first brand to incorporate Vine into a professional broadcast: ESPN’s Monday Night Countdown. Throughout the 16-game season, Dunkin’