America’s favorite coffee and donut shack is stepping ahead of the competition. Being unique sets you apart in the ratings and in the public arena, and Dunkin’ Donuts did just that when it unveiled its new commercial during Monday Night Football Sept 9. The commercial, made entirely for the social video-sharing platform, Vine, is only the second of its kind.
The campaign included a five-second Dunkin’ Donuts spot that forwarded users to Twitter where they could see more Vines during the game, amplified by the presence of promoted tweets during the game as well.
The only other companies to utilize Vine as a platform to create commercials or promotional material has been Trident — announced at the same time Dunkin’ unveiled theirs — and Airbnb, reported just after the Dunkin’ commercial.
Dunkin’s move was a strategic one. In a time when social media is key among demographics ages 15-30, Dunkin’ aimed at promoting its product to a group of coffee drinkers who are atypical Dunkin’ regulars. It was also strategic in that it demonstrates the company’s versatility and innovative abilities.
What do you think of the ad? Is this a bad move or an innovative step in the right direction?