The traditional red carpet tango — the flashy dance between celebrities and media — now incorporates cameos from some of the most-followed users on Vine.
Some call them Vine celebrities. (I call them Vine-arazzi.) They're stealth and social; their millions of followers devour the stars' content like it's going out of style.
See also: 31 of Vine's Top 100 Videos Come From Harry Styles
At The Family's New York City premiere (starring Robert De Niro, Michelle Pfeiffer, Dianna Agron and John D’Leo), creative startup Niche rounded up Vine users to drum up Likes, shares and comments for the premiere.
"Our approach is to build partnerships, not advertisements," Niche co-founder Rob Fishman said. "The Viners straddled the line between guests and press. Fans who are following along on an app don't see these guys as selling out, they see them as doing something cool. "
Brands leveraging the power of social media is nothing new, but they're finding more ways to make it more organic. Lately, Vine and Instagram are becoming staples of a promotional campaign.
On the red carpet, the Vine-arazzi (and Instagram-arazzi, for that matter) can obsess over celebrities in the way that unbiased reporters cannot.
"These guys don't play by the same rules," Fishman said. "If you want to see what disruptive looks like, it's Ry Doon holding his camera phone up to Dianna Agron and getting right into the thick of it."

As the second biggest person on Vine with 2.7 followers, Nicholas Megalis was among the Vine users who roamed the red carpet. He flexed his Vine muscles when he ran into Tony Danza, 50 Cent and Sarah Silverman at The Family premiere, and his two Vine videos attracted nearly 100,000 Likes, 18,000 re-Vines and 2,500 comments.

MTV previously used Megalis' reach on Vine at the MTV Video Music Awards.
Jerome Jarre (2.55 million Vine followers), Rudy Mancuso (1.89 million Vine followers), Ry Doon (1.1 million Vine followers) and Chris Williams (525,000 Vine followers) also joined Megalis on the red carpet. Combined, their Vine videos produced hundreds of thousands of interactions as part of movie distributor Relativity Media and Niche's social game plan.
See also: 15 Brands Kicking Butt on Vine
"There's an endless sea of influencers and creators out there, and we'll find the ones that match and make the most sense," Fishman said.
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Image: Brian Anthony Hernandez, Mashable