Case Study:
You Got Vine in my Peanut Butter!

Bob Fine


This past April 2nd, marked the annual “National Peanut Butter and Jelly Day”, an obvious conspiracy by Smuckers and Peter Pan to get us all to eat more PB&J sandwiches. But it also marked a landmark application in the use of Twitter’s new 6-second Vine mobile application in a marketing campaign initiated to get the American economy back on track, one peanut butter and jelly sandwich at a time.

New York City based Peanut Butter & Co. launched a 6-second video using Vine in celebration of “National PB&J Day,” a holiday of relatively unknown origin that has become popular with foodies across the United States. It depicts peanut butter and then jelly being spread onto bread to create an open faced sandwich.  The sandwich is then consumed, bite by bite, revealing a message from Peanut Butter & Co. which includes a URL for a special high-value, print-at-home coupon (Buy 1 Get 1 Free). The coupon was delivered through digital coupon provider Qples via the Peanut Butter & Co. Facebook page.

With a minimal investment in Twitter and Facebook advertising, the campaign scored over 300,000 social media impressions from the single day campaign. To the best of our knowledge, this is the first measured marketing campaign involving the use of the Vine application (please inform us of others).

At the time of publication, The Social Media Monthly has confirmed that the BOGO coupon is still available for redemption. Simply watch the Vine video to reveal the go to URL.

Disclaimer: The Social Media Monthly is not responsible for those with known or unknown allergies related to the consumption of peanuts. The creation of this post may or may not have involved the processing of peanuts within its machinery.

Bob Fine is the founder and publisher of The Social Media Monthly.