Friday, October 4, 2013

CPG Brands Moving To :06 Ads (Vine’s TV Debut)

Who would have thought the day would come where brands were opting for six-second commercials? We continually see brands experiment with TV and social integration, and now it’s taken a step further. The Vine video has made its six-second TV debut.
Trident aired the first ever six-second Vine video on Fuse TV. The video features a catchy tune about flavors colliding with the hashtag #paymeinlayers. The spot is set to run 100 times within two weeks.  But aside from the hashtag, it doesn’t look as if there was much social integration built into the concept.
Dunkin’ Donuts, on the other hand, scored with its five-second Vine TV debut onMonday Night Football. Instead of opting for a logo placement on the billboard ads, a Vine video featuring a Dunkin’ Donuts latte posing as a referee flips a coin between an iced and hot coffee with the hashtag #DunkinReply. During the final minutes of the game, the brand sent out a promoted tweet targeted to people already watching the game. Dunkin’ products will again be used to reenact a memorable play from the first half. This is one of four versions viewers will see throughout the 16-game season.
Dunkin’s integration of social and television was clever and provided truly engaging content in real-time. It was a smart move, with football attracting some of the most socially active viewers.
We’re all trying to navigate through the various social offerings and the social/TV integrations, wondering if it’s right for our brands and our audience.  But instead of just being there and doing something, it’s important to make it strategic, make sense and be fully committed. Dunkin’ Donuts truly took it to that level.
What do you think about social videos becoming a part TV? Do you think Vine could become the new 15-second spot?


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