Talk about low-hanging fruit (perhaps blood oranges). Tide has debuted a fun, seven-part Halloween campaign using Vine, Twitter's increasingly popular six-second mobile-social video platform.
The first video, which went live this morning, features the iconic orange bottle of liquid detergent at a senior prom, bloodily spoofing the upcoming remake of the movie "Carrie." The tagline: "Stains better be scared."
The Procter & Gamble brand said in a statement that it will run six more Vine videos before Oct. 31. A rep told Adweek that Promoted Tweets are being purchased to push the Vines. While particulars weren't available, it stands to reason that the Twitter ads will revolve around Halloween-based keywords.
When it comes to "horror marketing," one could argue there may not be a better format than Vine, launched last January. After all, gore-and-shock entertainment has always leaned on sudden, short-lived moments.
Tide's remaining Vine efforts will center on scenes from other classic scary films. Digitas, the Boston-based agency, led creative for the initiative.
"Since consumers are pulling out their favorite scary movies in order to get into the Halloween spirit, Tide saw the perfect opportunity to join this conversation—which is already happening on social media," a P&G rep said.
The emergence of Vine has Tide showing its sanguinary side. Ten weeks ago, marketers for the detergent used a bloody scene to capitalize on Shark Week.
Here is the brand's first Halloween Vine.