Vine’s traffic may have taken a hit when Instagram launched its video service, but that isn’t stopping advertisers from seeing value in the six-second video format on traditional TV.
Trident gum made an ad on Vine, and pushed it on the Fuse network, garnering the attention of Mashable
Trident tapped popular Vine users Nicholas Megalis and Rudy Mancuso to create a series of Vine videos for the brand. The ad was four seconds of song and two seconds of product shot/hashtag.
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Dunkin Donuts took the same tack and used Vine to create its own commercial, which aired during “Monday Night Football.” It was a replay of a big play in the first quarter of the game using iced and hot coffee:
Scott Hudler, VP of global consumer engagement, Dunkin’ Brands told The Drum
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.