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.

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.

“We see Vine as an untapped resource that is in the beginning stages of its popularity,” Hudler said. “Our interest and inspiration to launch our official Vine account came from Dunkin’ Donuts guests.”

The company launched a photo and video contest on Facebook last month. It also began a Twitter contest late last month.

“When it comes to social media, we … put our fans first and use them as our inspiration for everything we do, from contests and promotions to content and social customer service,” Hudler said.

He said he expects the company will continue with visual campaigns such as the Vine contest. RELATED: Master the can’t-ignore social media tools after Mark Ragan’s one day social media boot camp.

A version of this post first appeared on ClickZ.

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