Twitter’s Vine is still a pretty new platform and few brands have endeavored to integrate the app into their social media arsenal at this point. But use of the mobile video app has started to gain momentum with hilarious memes like Ryan Gosling Won’t Eat His Cereal and with creative stop-motion animators. Dunkin Donuts has been paying attention to the way people are using Vine, and by listening to its Twitter followers, saw they were starting to use Vine too.
“We see Vine as an untapped resource that is in the beginning stages of its popularity. Our interest and inspiration to launch our official Vine account came from Dunkin’ Donuts guests,” Scott Hudler, vice president of global consumer engagement for Dunkin’ Brands told marketing blog ClickZ.
To celebrate their arrival on Vine, Dunkin Donuts decided to leverage it for a contest. Over the course of one week, @DunkinDonuts tweeted several times a day inviting its fans to “Create a Vine on how DD Iced Coffee puts a spring in ur step.” The grand prize was coffee for a year. A search for #iceDD on Twitter turns up several contest entries from DD fans, and just about as many people talking about how interesting it was that the coffee chain was doing a Vine campaign.
But what was its impact on brand awareness and engagement? With adoption for Vine so much lower than Twitter at this stage, did that hinder the effectiveness of the campaign?
The answer appears to be, yes. We can say this because earlier in the month DD held a similar contest on Twitter asking fans to, “Tell us one simple way to get your day running,” with the hashtag #simplyOJDD for a chance to win a grand prize trip to Florida. Similar ask — tell us how DD is a positive part of your day — but minus the extra step of creating a Vine video.
Looking at Dunkin Donuts Twitter data in the Dachis Social Intelligence Platform, we can clearly see the two contests creating a spike in positive performance KPIs — I’ve highlighted #simplyOJDD in orange and #iceDD in pink.
Company Posts show that @DunkinDonuts was active promoting each campaign
Shares of Company-Related Actions indicates that fans were retweeting @DunkinDonuts tweets about the contests, happy to tip off their friends to a chance to win a grand prize, or intrigued by the brand’s use of Vine.
But when it comes to performance metrics that reflect participation of DD’s fans, #iceDD falls short of the performance of #simplyOJDD.
Likely earned impressions during the #iceDD Vine contest was significantly lower.
And community activity (the total count of user tweets that appear in discussions with the brand) during the #iceDD campaign was also no where near what was seen during the #simplyOJDD campaign.
Now all this does not mean #iceDD was a #FAIL, it’s just the nature of being a pioneer in a new social space. Even though DD’s Vine campaign may have garnered less contest participation from its fans, the benefit of being perceived as a brand that’s an early tech adopter and willing to take risks has a value that’s hard to measure.
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