THE POWER OF THE PLATFORM: VISUAL STORYTELLING ON SOCIAL NETWORKS 111 Donuts created four Vines, each 5 seconds long, to replace the static on-air billboard within the program. With the goal of bringing an innovative and interactive social media experience into one of America’s favorite pastimes, Dunkin’ Donuts also introduced the #DunkinReplay into Monday Night Football. Each week, with a team from Dunkin’ Donuts and the Hill Holliday marketing agency on standby, the company produced a #DunkinReplay Vine, re-cre- ating a marquee play from the first half of the Monday Night Football game using Dunkin’ menu items. The Vines were created during half- time and tweeted in the fourth quarter in order to maximize the second screen experience and to make the brand a natural part of the conversa- tion around Monday Night Football. Each #DunkinReplay Vine delivered as many impressions as a comparable TV spot (at significantly less cost). It’s fair to say that Vine’s integration into other, larger platforms such as Twitter and Facebook is going to help its steep upward trajectory as more and more users download the app and enjoy the creativeness that it inspires. For brands, Vine offers yet another way to catch the attention of audiences across platforms in a busy social media environment. If you think of the 6-second opportunity in the same way you would think of a 30-second TV commercial, there’s no reason why Vine can’t be part of your visual marketing strategy and have as big an impact as any other campaign media. Vine encourages innovative, imaginative responses to the 6-second constraints, so start thinking what you could do in that time to reach out to your fans. SlideShare It’s easy to overlook online presentation sharing website SlideShare as a platform for visual marketing, but it is an important business network: with 60 million monthly visitors and 130 million monthly page views, it 143 is among the most visited 200 websites in the world. Users upload pre- sentations, webinars, Word and PDF files, tag them, and share them on