Consumer packaged goods brand Reynolds has teamed with Vine star BatDad, a dad whose obsession with Batman knows no bounds. BatDad has accumulated more than 2.8 million followers on Vine just by wearing a Batman mask to entertain his children.
Working with Havas Worldwide Chicago, BatDad will create six Vine videos throughout the holiday season aimed at broadening the brand’s reach to Millennial moms. The Vines will be promoted on both Reynolds and BatDad’s Facebook and Twitter pages.
The first video, “Mask,” was released November 17 and has amassed 21,700 likes and nearly 4,100 revines. In the video, BatDad’s kids illustrate that Reynolds Wrap isn’t just for wrapping up leftovers — it can also be used to help dad make a new mask.
The second video,”Turkey Tent,” has BatDad warning his kids not to touch the turkey tent over the about-to-be-cooked Thanksgiving turkey — only to then inform his children that their tent is in the living room. And oh, what a tent it is! This video has received 16,400 likes and nearly 3,900 revives.
Future Vines will focus on other Reynolds products as well as sister brand Hefty.
Of the campaign, Havas Worldwide Chicago Chief Creative Director Jason Peterson said:
Reynolds is increasingly turning to digital and social to expand its reach and connect with a younger demographic of digitally savvy moms. The objective of the partnership was to engage our younger target, while also demonstrating product usage in creative ways. The Vines effectively showcase Reynolds Wrap® while staying true to BatDad’s brand.
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