#snackable content

Vine, Twitter’s pet project that allows users to capture and share short looping videos on mobile, was introduced earlier this year while Instagram Video, Facebook’s rebuttal to Vine, rolled out shortly thereafter.  Through many trials and tribulations, Vine and Instagram Video now have a base of more than 190MM users internationally.

Innovative brands that lead the social race have access to unlock the full marketing potential of the newest emerging media platforms and their masses. Dunkin’ Donuts took a leap of faith to create a series of commercials produced only with Vine, airing throughout the 16-game season of ESPN’s Monday Night Countdown. In addition to the four pre-produced Vines, the brand has embraced the second-screen concept through proactive engagement during every Monday Night Football game, creating improvised replays under the hashtag, #DunkinReplay on Twitter and Vine.

Trident has also jumped onboard, partnering with two of Vine’s most influential users to create four Vine videos promoting their Layers product. Using the hashtag #PayMeInLayers, the brand is taking advantage of the second screen experience, airing the commercials on select networks while utilizing Vine and Twitter to moderate the conversation in real-time.

While those marketers with a more traditional approach may scoff at the thought of a :06 commercial, there is no denying the consumption habits of consumers have dramatically shifted. With an average of sixteen minutes per hour spent on social media, brands that are actively scenario planning have taken advantage of huge opportunities to engage with fans during high-visibility events and shows. It is no longer enough to produce the most elaborate and expensive :30 spot; instant engagement, relevancy and conciseness are all necessary to create an outstanding ad while keeping fans entertained. Those brands that ultimately choose to turn a blind eye to the impending impact of socializing on-air integration will be outshone by those that actively engage with fans while creating and promoting original content for mass consumption both on-screen and online.