On Monday night during the University of Oregon and Ohio State University game, Pittsburgh agency Bruner launched a real-time marketing effort which incorporated Vine, a miniature football field and a lot of Duck Tape brand duct tape.
Using the miniature football field crafted partially out of Duck Tape, and players and penalty flags crafted completely out of Duct tape, the agency re-enacted the game in real-time, filmed short videos and posted them to the brand’s Vine, Facebook and Twitter pages.
The stunt made sense for the brand since it has relationships with both schools in that it provides OSU-branded red tape to Ohio and Oregon-branded green tape to the University of Oregon. And besides, all those college kids are all over Vine! And what college kid doesn’t need a good supply of Duck Tape in their dorm room?
All the copy for the tweets and Vines were written on the fly as the game progressed. Hashtags such as #CFPChampions, #OREvsOSU, #GoBucks and #BucksWin were used to give the effort legs.
In terms of results, the stunt garnered 95,000 loops on Vine, 75,000 impressions on Twitter and 255,000 impressions on Facebook.
Here’s the action on Facebook:
Here’s a representative sample of the action on Vine:
The action also played out of Twitter with reposts of the Vines:
HE'S TAPELESS! There's a streaker on the field in Duck Tape Stadium. So much happening in this game. #OREvsOSU https://t.co/3CCxDkWD51 — Duck Brand (@theduckbrand) January 13, 2015
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