Tide Will Try to Hijack Butterfinger’s Super Bowl Spot With Vines

Detergent's raid includes 10 to 20 social videos

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. For example, Tide is going to release a Vine after Butterfinger's commercial airs. (UPDATE: See Cheerios play below that was tweeted in the game's second quarter.)

A rep with one of the brand's agencies said each Vine would be reactive to a different spot.

Indeed, expect many brands without a big game spend to try to use social media to harness Super Bowl fever. As just one other example, H&R Block today is blanketing Super Bowl spots on YouTube with preroll ads.

Tide, which isn't running a commercial during tonight's game on Fox, has already shown creative flair with Vine in recent months. Whether its Super Bowl efforts prove to be successful will be interesting to see.