Twitter announced earlier today that native videos, GIFs and Vines will now autoplay within people’s timelines making it harder for people to ignore them.
The move mimics how video is already treated by Facebook and Instagram, meaning publishers and brands better get moving on their muted video strategies. Naturally, it wasn’t long until the first brand started playing with it — and with a pretty creative execution.
That honor went to the hyperactive kids at Mountain Dew, which sent out five threaded tweets each containing a GIF of the Baja Blast pouring out from the sky.
The flow appears out of chronological order on @MountainDew’s page on Twitter, so here’s what it’s supposed to look like in a threaded stream (weirdly, Twitter embeds don’t autoplay; you’ll need to hit play for each for the effect):
— Mountain Dew® (@MountainDew) June 16, 2015
— Mountain Dew® (@MountainDew) June 16, 2015
— Mountain Dew® (@MountainDew) June 16, 2015
— Mountain Dew® (@MountainDew) June 16, 2015
— Mountain Dew® (@MountainDew) June 16, 2015
Mountain Dew is an early adopter in experimenting with these new formats. Earlier this year, it created a choose-your-own-adventure on Snapchat to promote its new line of breakfast drinks and fooled around with Periscope when it first launched.
More in Marketing
S4 Capital trades billable hours for outputs as AI redraws agency economics
Sir Martin Sorrell’s AI bet: fear billable hours, more output-based deals.
Ad Tech Briefing: Public companies’ first loyalty is to shareholders — why do advertisers give them an easy time?
Digiday Programmatic Marketing Summit attendees call foul, claiming IPOs encourage murkiness amid ad tech providers.
Ad veteran Peter Naylor joins Kochava board, and sees opportunity in market flux
Nearly a year after he left Netflix, ad industry veteran Peter Naylor is back as a board member at ad tech business Kochava.