American might run on Dunkin', and we suspect, so does the sugar-high social media mavens who are doing the brands Vine. Animating cups of coffee playing football - quite reminiscent of the Bud Bowl that only ran for years as actual Super bowl ads - in a 5-second game, two hot coffees score a goal. Since they already shot this Vineamation (that's a real word as of right now), they decided to put it on TV.
On the Monday night Football show on ESPN this vine is running as 'sponsored by' 5-second billboards.
Since everyone now has the nasty habit of second-screen while watching TV, playing with their phones, laptops or tablet, Dunkin' simply decided to invite the viewers to their online content.
Scott Hudler, VP of global consumer engagement, Dunkin’ Brands said:
“We think a billboard using Vine is dramatically more engaging than a standard billboard with a corporate logo on it. 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.”