Ellie Goulding's newly released music video for "Burn" is quickly jumping up the YouTube charts. And the song's success can partially be attributed to a creative social media campaign that has sparked serious buzz online.
After the song hit the web, the 26-year-old singer called upon her fans to post short video clips on Vine, an online service that allows users to share six-second (or less) videos.
Using the hashtag #ellieburnvine, the best clips were grouped in a compilation video that was uploaded to her YouTube channel.
Goulding's use of Vine isn't her first attempt at viral marketing. According to Mashable, Goulding has also seen previous online success by using Instagram, where over 1,000 fan-submitted photos were featured in her video, "Anything Could Happen."