Vine, initially meant as a mobile/social platform, is now seeing mass awareness by becoming a part of national TV campaigns.
Specifically, Trident Gum aired the first 6-second spot made from a single Vine video: and Dunkin Donuts (scheduled to air this week during a football game), creatively found a way to be more engaging with a billboard ad unit by using a Vine instead.
With these new creative executions, Trident and Dunkin Donuts are leveraging Vine and TV to:
· Test Content:
a. Trident used Vine as a content testing platforms by selecting one of four Vines (created with “Vine Celebrities”) to appear on TV
i. The Vine with the highest engagement was aired
· Increase Consumer Reach:
a. Dunkin Donuts plans to integrate other social media platforms during the air of their Vine to increase engagements and awareness
b. They also plan to integrate other social media platforms during the air of their Vine to increase engagements and awareness