Trident and Dunkin’ Donuts to unveil new marketing approach fresh off the Vine

Published September 9, 2013 at 11:20 pm

With technology ever-evolving, it is important for businesses of all sizes to stay innovative as they reach out to their customers. When tools such as direct mail marketing can easily integrate with internet advertising, a company will have a better chance of reaching its target audience. More consumers are using mobile devices on a daily basis, and social media is becoming a popular way for them to communicate with one another.

Wouldn’t it make sense for advertisers to try to communicate on those same mediums?

Two companies have taken note of these newer outlets: Trident and Dunkin’ Donuts. Each company has integrated Vine—a video service now owned by Twitter that lets users create and post six-second videos—into its latest advertising campaign.

Trident worked with two of Vine’s most popular users to create ads for the brand’s “Paid in Layers” campaign. Four videos were created, but the one that received the most customer likes and “revines” was chosen to air Monday night on Fuse.

“We love seeing brands make creative use of Twitter and Vine,” Ross Hoffman, Director of Brand Strategy at Twitter, said in a statement. “Trident is at the forefront of what we’re doing next on Twitter, and this is yet another instance of them embracing what makes our platforms unique.”

Dunkin’ Donuts will launch its own Vine video during Monday Night Football. As reported by AdWeek, the company will use an animated billboard that appears full-screen between segments during ESPN programs.

Customer engagement is essential for any company, and creating a well-rounded direct marketing campaign—using as many outlets and mediums as possible—will be sure to draw in a wide audience.