Lincoln Taps New Vimeo Creative Service

Video platform looks to lure brands with talent

Headshot of Christopher Heine

Outside the occasional trust-fund case, aspiring filmmakers are typically of the starving-artist variety until they get a significant break. That reality seems to play no small part in Vimeo's new service, dubbed Brand Creative Fund, which connects marketers with filmmakers and videographers for digital video campaigns.

Lincoln Motor Company is the service's launch partner, running a video series today through May 21. The Detroit brand—which has showed an inclination for digital experimentation lately—selected four filmmakers from numerous other candidates on Vimeo's platform. They've been commissioned to expand Lincoln's "Hello, Again" initiative that's been in play since December, as their work gets revealed every Tuesday for the next month on Lincoln's Vimeo channel.

Vimeo claims a registration of 15 million, offering creative-minded users an alternative to YouTube. The video site hopes its toddling marketing service attracts a slew of brands, which will pay the New York-based tech company on a case-by-case fee to participate.

As is the scenario with Lincoln, the firm will consult brand clients on how to build campaigns from the video-making community. "It's not going to be a cookie-cutter thing," a Vimeo rep told Adweek.

Pay for the filmmakers, per the rep, will vary, depending on the brand.

And who knows? That cash may help the next Quentin Tarantino keep his landlord at bay.

@Chris_Heine Christopher Heine is a New York-based editor and writer.
Publish date: April 23, 2013 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT