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Anchored by Jake Tapper, The Lead airs at 4 p.m. ET on CNN.

Anchored by Jake Tapper, The Lead airs at 4 p.m. ET on CNN.

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May 15th, 2013
08:15 PM ET

Advertisers lure Vine whiz to create new 6-second ads

Expensive television commercials may soon be a relic of time gone by, because web savvy consumers may produce the next iteration.

"A big budget TV spot can be a few million bucks, or way more than that, and shooting a Vine is free, posting a video on YouTube is free, it's inherently a lot cheaper than the traditional model," said Mike Shields, digital editor at AdWeek.

Many have already seen the genius behind Dorito's fan-sourced Superbowl ads.

But now, promotion for the people, and by the people, is going mobile.

Check out this creative video of CNN's "The Lead's" logo. It was created by 23-year-old Khoa Phan, the reigning king of viral videos on Vine, Twitter's new video-sharing app.

"The process usually is just, you know, go through brainstorming, sketch the rough idea, I try to plan the frames out, and then I put it all together," said Phan, who said it usually takes a few hours to create his stop-animation videos.

Phan's creations have already caught the attention of companies like Coke, Red Vines candy, and this week, Phan signed a deal with the team behind Charlie Brown.

"I'm not as experienced, you know, as it looks like I am, and it was just really crazy, and I got random phone calls somehow, 'We would like to work with you, talk to you about more things, in the future, opportunities.' I'm like, okay! I guess," said Phan.

In a recent CNBC interview, Revlon chairman Ron Perelman announced major changes to the cosmetics company's ad budget.

"We at Revlon never used social media, this year in 2013 we're going to be about 30% social media and digital," said Perelman.
"We're going to drop our print by about 25%."

Meanwhile, Hilton's Doubletree brand is going interactive. Last Monday, the company launched "DTour," a Facebook page encouraging guests to upload their personal images that will market the hotel to new customers.

"This generation smells marketing coming a mile away, they crave authenticity, they want real voices, and they like to participate," said Shields.

So if you're a great photographer, a masterful home movie maker or just like tweeting about licorice, watch out-big name companies may come calling any minute now.

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