Dunkin Donuts has premiered a unique TV ad during last night’s Monday Night Football show on ESPN, claiming a world first for producing an advert entirely on Twitter’s looping video service – Vine.
The five second ‘billboard’ spot was created entirely on the mobile and social video application in a bid to appeal to the younger target demographic who regularly make use of the service.
This sees viewers invited to Twitter to view additional Vine content which can be tweeted out during the game with promoted tweets also being employed to help propagate the message.
Scott Hudler, VP of global consumer engagement, 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.”
Dunkin Donuts is just the latest in a series of firms to make a beeline for Twitter’s nascent video service with Airbnb the latest brand to announce its own collaboration.