Dive Brief: 

• Proctor & Gamble brand Tide is embarking on "horror marketing" by using Vine videos leading up to Halloween. 
• The campaign will include a total of seven six-second Vine videos, all depicting famous scenes from horror flicks like the infamous prom scene from Carrie. 
• A P&G rep said the brand is hoping to get in the spirit with consumers who are already pulling out the scary movies to watch for the Halloween season. 

Dive Insight: 

Holiday marketing is nothing new, but Tide's use of Vine video is a smart new twist on the age-old idea. The tie-in with famous movie scenes is another creative move for the brand. The brand plans to use Promoted Tweets to push the videos, so it will be interesting to see how these two fairly new forms of marketing pan out for Tide.