SBD/September 9, 2013/Marketing and Sponsorship

Dunkin' Donuts To Debut Vine Ad Tonight On ESPN's "Monday Night Countdown"

Dunkin’ Donuts during tonight's "Monday Night Countdown" on ESPN "will run what’s most certainly the first TV ad made entirely from a single Vine -- Twitter’s popular six-second social video format," according to Christopher Heine of ADWEEK. Dunkin' Donuts "will actually peel one second off its Vine clip to fit into the network’s five-second billboard ad unit, which appears full-screen between segments during ESPN programs." The animated billboard tonight "will feature a latte that flips a coin to signify the start of a football game." It is "one of four versions" viewers of the show will see this season. Dunkin' Donuts VP/Global Consumer Engagement Scott Hudler said, "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. We want to make sure we’re supporting our TV investment with social media that’s (relevant)." The ESPN ads will "promote a Vine the retailer tweets out in each game’s final quarter this year with a #DunkinReplay hashtag." The brand’s marketing/ad firm, Hill Holliday, will "select a memorable play from the first half and virtually recreate it with Dunkin’ Donut products." The donut chain enters its third year as a sponsor of "Monday Night Countdown," though "it’s an increasingly social relationship." ESPN President of Global Customer Marketing & Sales Ed Erhardt said the chain’s new Vine play is "groundbreaking" (ADWEEK.com, 9/8).
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