Since launching last year Vine has become a firm favourite at Econsultancy as it allows brands to create some really creative content.
However the app also presents a challenge for marketers, as it can be difficult to come up with entertaining and shareable ideas that fit perfectly into the six-second format.
Brands that base their marketing activities around live events obviously have a natural advantage in this respect as there’s always something to point a camera at to capture some behind-the-scenes footage.
I’ve previously highlighted several fashion brands that have begun to use Vine as part of their social marketing, but professional sports are another obvious example of an industry that should be experimenting with the six-second videos.
A few Premier League teams have begun using Vine with mixed results, and below are eight examples of NFL teams that are creating great content using the app.
For more information on this topic, check out our blog post detailing seven tips to help create awesome Vines.
The Titans post several Vines each month that give fans a fun glimpse behind the scenes of their franchise.
Most often the Vines show the team warming up before their games, but also include footage of the changing rooms, cheerleaders and the team bus.
— Tennessee Titans (@TennesseeTitans) October 13, 2013
Vine appears to be central to the Colts’ social strategy as the team posts updates several times per week.
The social team manages to capture some excellent footage around the stadium during the games, allowing fans to feel closer to the action.
For example, in the past few weeks the Vines have included a pre-game team talk, the warm up, fans in the stadium celebrating a touchdown, and the players running out at the start of the game.
There’s also a Vine of one of the players promoting the team’s new iPad app.
It’s great to see the Colts using the app with such frequency as it rewards fan and gives them shareable content they couldn’t find anywhere else.
— Indianapolis Colts (@Colts) January 4, 2014
The Steelers have only posted four Vines, all focusing on action around the stadium.
— Pittsburgh Steelers (@steelers) December 8, 2013
Denver has posted more than 150 Vines in the past year, including the team running out at the start of the game, warm ups, the crowd celebrating and footage from around the stadium.
Alongside the usual game footage, the social team has taken the time to post some really creative Vines that go beyond the type of content we’re used to seeing from professional sports teams.
Several of the creative posts use stop motion, but this is my particular favourite:
— Denver Broncos (@Broncos) January 10, 2014
The Eagles also post a lot of Vines, with the usual mix of team and stadium footage. It also focuses a great deal of attention on its fans, more so than the other teams.
— Philadelphia Eagles (@Eagles) December 23, 2013
Washington has posted almost 200 Vines, though that number is inflated with some videos of very dubious quality.
Among the usual Vines of the team and the stadium there are a number of rather dull clips of players and management staff in press conferences.
Quarterback Robert Griffin III at the podium https://t.co/Kq0a8Bejiq
— Washington Redskins (@Redskins) December 11, 2013
A majority of The Vikings’ Vines focus on footage of the team and stadium around game time, but there are also a number of clips of the charity work that the players get involved in.
For some reason Atlanta likes to post a lot of Vines focusing on players as they arrive at the stadium prior to the match, which isn’t really that interesting.
This is one of the more entertaining Vines.
— Atlanta_Falcons (@Atlanta_Falcons) October 7, 2013