Dive Brief:

• The London Post Office is using Vine videos to promote its holiday campaign "Pass the Parcel." 
• The office has partnered with Mindshare UK and Vidsy to crowdsource Vine creators to make videos that passes a parcel from left to right. 
• The Vidsy community has responded with creative Vines with the hashtag #AllWrappedUp. 

Dive Insight: 

The Pass the Parcel campaign shows how effective consumer created content can be. In some cases, the content can be even more impressive than something an agency or brand would produce. Part of that comes from the sheer number of people contributing to the content.