Twitter’s short video app, Vine, is rapidly becoming popular with brands. Dunkin’ Donuts is the latest major brand to use Vine for a marketing campaign, encouraging fans to participate in the “Running on #IceDD” contest by posting Vine videos.
Competing for the prize of free Dunkin’ Donuts Iced Coffee for one full year, fans are engaging with brand by submitting a Vine video with #IceDD. The six-second video is meant to “show how Dunkin’ Donuts Iced Coffee puts pep in their step,” reports ClickZ.
According to Scott Hudler, vice president of global consumer engagement for Dunkin’ Brands, fans were the reason Dunkin’ Donuts began to use Vine: “We see Vine as an untapped resource that is in the beginning stages of its popularity. Our interest and inspiration to launch our official Vine account came from Dunkin’ Donuts guests.”
“Our guests are on Vine and sharing how they run on Dunkin’ – from their cravings for Iced Coffee, to enjoying a donut, and much more, in a new and creative way. We see an opportunity to like and comment on our guests’ videos and also to create our own Vine videos that are fun, engaging, and make people smile while they’re on-the-go,” he told ClickZ.
Here’s one (rather elaborate) Vine submitted by a Dunkin’ Donuts fan:
Dunkin’ Donuts has seen great results from visual marketing campaigns, says Hudler — so engaging fans on Vine makes perfect sense. And according to the latest research from Unruly, branded Vines are 4X more likely to be shared than branded online videos.
Is your brand experimenting with Vine?
