P&G's Tide Halloween Vines create internet buzz


As Halloween approaches, Procter and Gamble’s detergent brand Tide has features in a series on horror movie parodies using Twitter’s 6-second Vine video format.

The Halloween-themed Vine spots feature is featuring in digital out-of-home ads in 11 markets; they run through October 31st.

Working with US ad agency Digitas, Tide originally planned to create seven Vines that spoof horror films leading up to Halloween. The Twitter ads will revolve around Halloween-based keywords.

However, after positive reception on social media, the brand decided to increase the output to one video every two days. “People are having a lot of fun with them,” Limes said, “and we are going to keep cranking them out.”

“We want to stay as relevant as possible during Halloween,” said Randy Limes, brand manager, fabric care digital, e-commerce at P&G.

Limes plans to employ Vine spots in Web display ads and other campaigns. “Vine is interesting because it’s not just a launch and leave,” he said. “It can drive engagement for weeks.”

Digitas, a Boston-based agency, led creative for the initiative.

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