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:
New signing to be announced in the next hour via @officialQPR … #QPR https://t.co/afSlu9cgV7
— QPR FC (@OfficialQPR) June 27, 2013
And then revealed Danny to be the player in question with a Twitter photo, by also adding an official #WelcomeDanny hashtag.
FIRST PHOTO: Take a look at the first photo of our latest signing @dannysimpson in the R’s new home kit #WelcomeDanny pic.twitter.com/mr4MydVDaa
— QPR FC (@OfficialQPR) June 27, 2013
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:
@OfficialQPR who has the best banter out of all the players? #AskDanny
— Adam (@Adam_OC1) July 10, 2013
— QPR FC (@OfficialQPR) July 10, 2013
—————–
@OfficialQPR @dannysimpson Who is the best manager you’ve played for? #AskDanny
— Gavin Cronin (@QPRGAV) July 10, 2013
— QPR FC (@OfficialQPR) July 10, 2013
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?
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