Dunkin' Donuts utilizes Twitter's short-form video app Vine for its latest brand marketing campaign.
The campaign will see Dunkin' Donuts engage consumers through a Vine-based contest. Whoever wins the "Running on #IceDD" contest will win free Dunkin' Donuts Iced Coffee for one full year.
The Dunkin' Donuts contest will see customers post Vine videos that show how Dunkin' Donuts Iced Coffee puts pep in their step. To submit a video, users need to post a six-second Vine video to Twitter with the hashtag #iceDD.
Vine is a video-sharing app created by Twitter. The platform lets users create six-second videos that can be posted to Twitter. Some early adopting brands have already started to use the platform for campaigns. Both Taco Bell and Comedy Central have already used Vine for marketing purposes.
Scott Hudler, vice president of global consumer engagement for Dunkin' Brands, told ClickZ that Vine has untapped potential for brand marketers. Hudler believes that the social networking app is just starting to take off.
"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," said Hudler.
"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."
Dunkin' Donuts has already proven to be a forward-thinker when it comes to social networking to leverage its brand. The firm launched a photo and video contest on Facebook last month. Dunkin' also began a Twitter contest late last month.
Hudler said the contests speak to Dunkin' Donuts' overall social media strategy. He told ClickZ that the company believes in marketing efforts that are fan-centric and full of engagement.
"When it comes to social media, we take a fan-centric approach that revolves around listening, learning, celebrating, and engaging. We put our fans first and use them as our inspiration for everything we do from contests and promotions to content and social customer service," continued Hudler.
"Listening to our fans and promoting a two-way dialogue helps us to thank our many loyal fans who run on Dunkin' and shows our fans that we care. Whether it's answering a serious question, or a fun and irreverent response, simply being there, engaging, and responding has been a key component to our success."
Moving forward Hudler expects Dunkin' to continue its push toward visual campaigns, like the Vine contest. He said that the company has seen solid results from highly visual brand marketing campaigns.
"Expect to see us continue to invest in highly visual content that our fans can rally around. Dunkin' Donuts is an all-day, everyday brand and we're seeing a strong response to the visual content we're putting out because it aligns with how our fans share their everyday moments with Dunkin'," added Hudler.
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James is a freelance writer and editor. In addition to ClickZ, his work has appeared in publications like V3, The Commonwealth Club, CachedTech.com, and Shonen Jump magazine. He studied Journalism at Weber State University.
March 19, 2014