The above six seconds of footage is the first branded vine I had ever seen. It had come across my tumblr dashboard a few weeks ago, and admittedly, I did laugh quite heartily after the first watch.
Vine is such a unique recent phenomenon that doesn’t sound quite right in your head, yet works wonderfully in practice. How much can happen in six seconds? I used to think not much, but thanks to Vine, I now know an awful lot can happen in six seconds.
Some of the most recent and funniest content I have seen on the internet has come from the Vine platform, and the video above illustrates how Nike has jumped on board in all the right ways. The six second time limit makes it commonplace for videos to be watched multiple times (I personally would say I’ve watched a few especially funny Vines probably 20+ consecutive times), and such millions and even tens of millions of views are almost pedestrian.
Nike’s Vines like the one above, are almost the perfect execution of Vine marketing. Genuinely funny and creative content, similar to many of the popular non-commercial Vine creators, with no in-your-face branding. Apart from the NikeFootball account name, and the #Nike hashtag and hashtag for the shoe model: if one doesn’t notice the absurd amounts of product placement (Nike soccerball, socks, shoes, shorts, top), these Vines would look no different from any others.
Looking back through the Nike Football vine account however, it’s clear that they weren’t always utilising Vine the “right” way. There are numerous vines simply featuring stagnant and completely still product shots. Looking at the Vine below, I thought my computer had frozen until I turned sound on and realised there was wind noise.
The results for Nike’s Vines are obvious. Their recent humerous Vines with no obvious branding have 500,000 loops (at a minimum), another at 1.1 million, and the one I attached at the top, with 5.5+ million. Polar opposite to their stagnant product shots that possess a measly (by Vine standards, and by an organisation as big as Nike standards) 100,000 loops.
Nike’s use of Vine shows the possibility of what contributing to a user-created-content platform can achieve.
Sometimes less branding, is indeed more.