Dunkin’ Donuts using Vine contest in new campaign

The Twitter-owned app is gaining favor among marketers, and the winning 6-second video will earn its creator iced coffee for a year.

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Dunkin’ Donuts is using Vine—Twitter’s short-form video-sharing app—in its latest marketing campaign. Whoever wins the “Running on #IceDD” contest will get free iced coffee for a year.

The company is asking customers to post Vine videos that show how they enjoy Dunkin’ Donuts iced coffee. To enter, users will post a six-second Vine video on Twitter with the hashtag #iceDD.

Vine enables users to create six-second videos that can be posted to Twitter. Some early adopters—including Taco Bell and Comedy Central—have used Vine for marketing campaigns.

Scott Hudler, vice president of global consumer engagement for Dunkin’ Brands, said Vine has untapped potential for brand marketers. Hudler believes the social networking app is just starting to take off.

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