In recent months, Vine has become a popular way for Major League Baseball to express its personality to the public. The MLB has generated about 150 Vines, dedicating these six-second videos to topics ranging from big summer movies including “Godzilla” and “Guardians of the Galaxy,” to Mr. Met attending a New York City gala.
Bank of America recently teamed up with the MLB in a new Vine advertising campaign to thank our military personnel. The #Troopthanks Vine campaign debuted this past Memorial Day; the campaign’s first Vine meshes together #Troopthanks with a famous ballpark snack.
Bank of America has also devoted a webpage to #Troopthanks, offering to donate $1 to nonprofit organizations in support of veterans in exchange for every message thanking our troops for their service.
During the first week of the partnership, Bank of America raised $50,000 that will be distributed evenly between two charities: Wounded Warrior Project and Welcome Back Veterans. Bank of America will continue to donate earnings to these two foundations when fans use #Troopthanks during sponsored events throughout the MLB season. Sponsored Vines will also be shown as pre-roll ads preceding videos of MLB players thanking our troops, as well as posted on Bank of America and Major League Baseball’s individual Twitter accounts (The Wall Street Journal).
Bank of America and the MLB are planning to release a new #Troopthanks Vine on July 4th, and two more later on in the season.
Anheuser-Busch has also teamed up with the MLB, and last year produced a Vine for Budweiser that made its way onto a Times Square billboard during the World Series.
Though Major League Baseball is not currently generating any revenue from their Vines, league officials say MLB Advanced Media could eventually reorganize into a sort of Vine agency, focused on selling their short videos to sponsors and advertisers. How does your brand plan to use Vine?