Clubs are learning about Vine with QPR leading the way

Back in March I wrote an article berating teams for not applying enough attention to Vine as a platform. I also said that the off-season would provide plenty of opportunities for clubs to experiment with Vine, and short-form video.  With the recent move into this space by Instagram (owned by Twitters great rivals, Facebook) with 15 second video’s and filter it’s a space that’s really starting to take off.

This in turn will represent even more opportunity for sports clubs, brands and federations to experiment.  QPR are one of the best football clubs on Vine and always willing to experiment with new technologies to help engage with their fans. They demonstrated this the other day when unveiling the signing of Danny Simpson from Newcastle United the other week. QPR initially teased the signing on Vine:

And then revealed Danny to be the player in question with a Twitter photo, by also adding an official #WelcomeDanny hashtag.

But what they did next was by far the best bit. They constructed a Twitter/Vine Q&A with Danny where fans could submit their questions for Danny to answer via Vine. This provided constant engagement for a short period of time with the QPR account, whilst also allowing fans a more personal relationship with Danny – something that is rare with a new signing and it provides a welcome break from the standard PR quotes. Here’s a few examples below:

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This is a also a good example of using a Twitter influencer to help boost the club following as lots of players. QPR used Danny Simpson’s Twitter handle constantly, and he used ‘@OfficialQPR’ in response.  It put a new twist on a heavily used concept, the Twitter Q&A.  Showing how clubs and brands can use short video to refresh and give more depth to a simple activation.

What did you think of the Twitter Q&A? Have you seen other examples of good Vine practice?

 

About author

Tom Kelk
Tom Kelk 25 posts

Tom Kelk is a tech/sport blogger and Account Manager at communications agency, Pitch. You can find him on Twitter (@TomKelk), LinkedIn and his blog (tomkelk.blogspot.com)

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