Dunkin Donuts and Trident Gum are both planning to use Vine videos as TV commercials in the coming weeks.
And even though Vine videos are only six seconds long, the aired version will only be 4 seconds, says Mashable, in order to show a call to action card at the end of the spot.
Trident thought they were going to be the first to make such a bold move, but another classic brand is releasing their own Vine video on TV tonight and to a much wider audience.
Dunkin Donuts is sponsoring a Vine video ad during the Monday Night Football pre-game show on ESPN. AdWeek says the video will act as an animated billboard between show segments. The graphic will feature a Dunkin Donuts latte flipping a coin to start the football game.
Scott Hudler of Dunkin Brands said,
“We think a billboard using Vine is dramatically more engaging than a standard billboard with a corporate logo on it. Everyone is multitasking while watching TV with their phone, tablet or laptop. A lot of times, the content on their mobile device is not related to their TV shows. We want to make sure we’re supporting our TV investment with social media that’s [relevant]. It’s our job to make sure that it’s tied together to drive consumer engagement.”
In addition, each video will be replayed on Twitter using the hashtag #DunkinReplay along with recreations of the night’s best plays with Dunkin Donuts products. I’m not a football fan, but that sounds like fun.
The sweet treat company will also be pouring money into Promoted Tweets.
Dunkin Donuts began using Vine this past May to promote their iced coffee. They challenged fans to create their own “Runnin on IceDD” video. The winner received a year’s worth of DD Iced Coffee worth over $1,000.
Dunkin may be an old school brand, but they’re big on new technology.
What do you think about Vine videos as TV commercials?