To promote Dunkin' Replay, we aired a premade "teaser" vine on ESPN's pregame show, Monday Night Countdown. Using the #DunkinReplay hashtag, we drove viewers online for a second-screen experience.

During the game, our "newsroom-style" team selected a high-interest play, whether it was a game changer, controversial call, or simply a memorable moment. Our team re-created the play in Vine using a 10-foot “Dunkin'-ized" set with Dunkin' coffee cups as players. The Vine video was tweeted from @DunkinDonuts during the fourth quarter and retweeted by ESPN, while promoted tweets targeted Monday Night Football fans.

We were able to create an innovative partnership that led to the first-ever Vine-produced television commercial. The on-air elements of #DunkinReplay delivered an estimated $836k in additional value while promoting our Vine videos. Combining the power of Dunkin’s social following with ESPN’s social channels, our #DunkinReplay vines garnered over 70.7MM impressions. Top-performing #DunkinReplay tweets had an engagement rate 8–10% higher than Twitter’s benchmark of 1.00%. Thanks to the scale of the program with ESPN, our social efforts were highly efficient, delivering a cost-per-engagement rate almost 25% less than Twitter’s benchmark.