Dukin Donuts Premieres World’s First Vine TV ad

Dunkin’ Donuts made history last night during Monday Night Football’s pregame show on ESPN, running the first ever television ad made completely from Vine videos.

Four Vine videos will run during ESPN’s Monday Night Countdown throughout the 16-game season on the network’s “billboard” ad unit, a full-screen, five-second spot that airs between segments on the network. Monday’s Vine featured an animated latte that flips a coin to show the start of a football game.

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The brand also Vined each game’s final quarter with #DukinReplay hashtag, choosing a memorable play from the first half & recreating it with Dunkin’ Donut’s products.
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In addition to real-time marketing efforts, the brand also recapped a memorable play from the game by posting a tweet in the morning. 
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Via: Brand Channel

Why I’m curious:

Forget Oreo, this campaign by Dunkin Donuts is a stellar example of not only real-time marketing but also connecting social with traditional media.  The brand created Vines with the products that recapped the most memorable plays during the game.  The way that they oriented their products in the content is slick and will highly resonate with football fans.

Using Vines as TV ads is also unseen before and although the Vine-ad was not even half the length of a traditional spot, this execution could potentially be even more memorable than a traditional 30-second spot.

Let’s be curious and think about how we can integrate relevant content on social & tradition in our next campaign.

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