Fan interaction plays an extraordinarily important role in marketing, and today one of the most popular ways brands are engaging fans is through video. In fact, it’s estimated that two-thirds of the world’s mobile data traffic will be video by 2017.
Requiring only a smartphone and user account, Vine has become a favored tool among content creators, and the sports industry in particular. With only six seconds to work with, many brands are challenged to think more creatively and nonlinearly about storytelling, but professional sports seem to have a natural advantage as many of their marketing activities are based around live events.
Whether highlighting the personalities behind the team or making viewers feel like they’re part of the action, here are some of the best examples of the NFL using Vine to engage fans.
Video is an integral piece of the Colts’ social strategy as the team regularly interacts with fans through Vine. But while that engagement is almost expected during the season, the Colts continue delivering tons of exclusive content from training and press events during the off-season. Even though you only play live for a few months out of the year, fan loyalty is year-round and the Colts do a great job rewarding it.
In the past, the Colts have released six-second clips of pre-game talks, fan celebrations, and players entering the stadium. More recently, the team’s Vines have included training camp clips, on-demand Vines, and noteworthy moments from the Colt’s first game of the preseason. It’s a well-rounded strategy, and one that fans are sure to love.
Like the Colts, the Broncos post many Vines that show the players running out at the start of the game, during warm-ups, and fans celebrating inside the stadium. But like we said earlier, Vine challenges content creators to think outside the box. Six seconds isn’t a lot of time to work with, yet the Broncos (among others) have risen to the challenge.
From a 360 around the stadium and exciting team entrances to this creative light-switch Vine and time-lapse fan entrance, the Broncos know a thing or two about shareable content. Using different angles, distances, and themes, this NFL team makes an effort to entertain viewers while rewarding fans.
What makes this NFL team’s presence on Vine so noteworthy is that it does a great job of humanizing the Minnesota Vikings brand. In addition to the standard warm-up and game-time videos, it also highlights moments between players and their kids as well as between players and fans.
Additionally, the Vikings occasionally post updates related to philanthropic activities like their recent visit to St. Joe’s Home for Children (above), or important moments in a team’s history like saying goodbye to Mall of America Field or breaking ground on the new stadium. Fans come from all over the country and video is a great way to make them feel like they’re part of these milestones even from afar.
A major takeaway from these examples is that it’s important to make your fans feel important. Offer them exclusive content that they can’t get anywhere else, but also demonstrate how much their loyalty and support means to your team. Video is the perfect medium for doing just that as it enables you solidify those interactions.
As always, these are just a few of the different ways professional sports teams are utilizing Vine. New videos are popping up every day, but we hope that the examples above provide you with inspiration as you’re getting ready to kick off an all new season of NFL games.
Jennifer Beese: Jennifer Beese has worked as a community manager and social media strategist. When she’s not writing, you can find her studying anatomy and physiology—she literally has a skeleton in her closet—or under the stars with her telescope.