The Vine initiative seeks to engage consumers by recreating the best play from the first half of Monday Night Football using Dunkin Donuts products.
Dunkin Donuts has a new Vine initiative, #DunkinReplay, in which it recreates the best plays from the first halves of Monday Night Football games using Dunkin products like hot and iced coffee.
The first #DunkinReplay was posted September 9 and included a remake of the first score in the Philadelphia/Washington game.
According to Scott Hudler, vice president of global consumer engagement for Dunkin' Brands, Dunkin's advertising agency, Hill Holliday, has a team stationed in Boston on Monday nights that watches the games with a Vine set including a football field that is updated weekly based on the competing teams and goal posts made out of Dunkin straws.
The team determines the best play in a "pretty democratic process." From there, the team assembles and shoots the #DunkinReplay by the fourth quarter of the game, which gives it about an hour.
"We're looking to get some engaging content and really put this together to address the multiple screen viewing we know is happening," Hudler says.
According to Hudler, Dunkin has been a Monday Night Countdown sponsor for three years. Monday Night Countdown is an ESPN series that airs Mondays at 6:30 ET during football season. It reviews Sunday's games and previews the Monday Night Football matchup.
Dunkin's sponsorship included a traditional media sponsorship in its first year, which later expanded to include #DDFieldPass in which fans could tweet questions they wanted to see on air.
"This was the natural progression with Monday Night Countdown. As Vine has launched and quickly gained a following among consumers, it's a great way to leverage the relationship with Vine and do it in a real engaging way for the consumer," Hudler says. "Instead of just showing a corporate logo with a billboard coming in and out of programming, it felt like showing the coin toss using Dunkin Donuts products was a far more engaging way to promote our brand...and we wanted to add something else to it."
Sports marketing is familiar territory for the brand, which supports a number of teams in Boston and is running a spot in New York featuring Giants quarterback Eli Manning and the Dunkin mobile app.
Dunkin pushes the #DunkinReplay hashtag out on Twitter and Vine. Hudler says ESPN will do the same.
In addition, the brand also has promoted posts to help drive views of #DunkinReplay, he adds.
Founded in 1950, Dunkin' Donuts says it is "America's favorite all-day, everyday stop for coffee and baked goods."
The company has more than 10,500 restaurants in 31 countries.
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Lisa Lacy is senior staff writer at ClickZ. In addition to ClickZ, her work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.
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