In what promises to be an active four hours of social media branding, Tide is going to really get its Vine on during the Super Bowl tonight, Adweek has learned. Working with marketing companies DeVries, Saatchi & Saatchi and Digitas, the detergent plans to push out 10 to 20 Vine videos, according to a representative for the brand, while supporting the social spots with Promoted Tweets on Twitter and Facebook ads.
The Vines will be more anticipatory than real time, though, already pre-loaded to hijack the big game buzz, including other brands' $4 million Super Bowl spots.
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