12seconds.tv is a video version of Twitter, allowing users to post 12-second video status updates. And while consumers keep friends and family updated, brands can use the site to interact with them, host contests, and get feedback.
"People will make videos, they will tweet that video out, their friends will see they are a fan of the brand," says Sol Lipman, who cofounded the site with David Beach.
Companies and PR professionals can work with 12seconds.tv to host and run events and contests, encouraging consumers to post their 12-second video responses to questions or challenges. The users can then connect on Twitter to share their videos with more consumers.
Paramount Farms used 12seconds.tv as part of its recent "Get Crackin'" campaign for Wonderful Pistachios, asking consumers how they crack pistachios.
"For a fairly low cost of entry, you can shoot a contest out to them and they are excited to get their video voice out there," says Marc Seguin, director of marketing strategy for Paramount Farms. He adds that users are very creative and got engaged quickly with the brand.
"We wanted to get into a smaller space where we could reach people more per- sonally and with a bit more frequency than we probably could in YouTube," he adds.
The smaller size helped Paramount get a jump on user-generated content and build buzz for the effort, which included a YouTube presence.
Mountain Dew used 12seconds to get feedback on new flavors. M&Ms uses it as part of its Nascar partnership, issuing new weekly challenges.
Adidas also used the site, asking fans why they were the number-one backer for the Chelsea Football Club. Adidas gave the winner tickets to a game between Chelsea FC and the Seattle Sounders.