Article

Tide's Halloween Vines get tangled up in DOOH

Tide is cleaning up with groundbreaking new social media and digital billboard campaign.

October 29, 2013

As older social media channels such as Facebook or YouTube get co-opted by parents and corporations, early adopters are quickly moving on to other, newer social media outlets and apps such as Snapchat and Vine.

Of course, that means coporations and brands are hurrying to catch up and follow them there.

But sometimes they're also bringing along older mediums with newer twists, like digital billboards.

Adweek recently reported that, "Advertising is under attack by Vine videos, which are wrapping around Twitter streams, TV sets — and now getting entangled with billboards, thanks to Tide," in taking a look at a new digital out-of-home campaign rolling out for the laundry detergent brand.

The detergent giant is embedding still images from its Vine videos on roadside digital billboards in 11 markets, running through Halloween, according to the website. The Vine app is a Twitter-owned video app that lets users post 6.5-second videos to their Vine feed.

It's a first-of-its-kind campaign, combining Vine with outdoor advertising, according to Adweek, and Tide is getting such a spirited response that the Procter & Gamble brand has upped its planned video rollout from agency Digitas from seven total, from Oct. 18 through Halloween, to one every two days.

The Tide Vines are spoofs of horror movie classics such as "Psycho" "Carrie," "Poltergeist" and "The Ring," featuring the iconic Tide bottle.

Learn more about DOOH advertising.