Recently, Adidas launched a new web series, not on YouTube or Facebook, but rather on Instagram. With the success of Vine, it is no surprise that the popular photo-sharing outlet added videos last year. Soon after, many companies used to create short advertisements to reach their target demographic. Adidas partnered with Champs Sports to create #adicolorTV, a six-week, 25-episode featured on Champ Sports’ Instagram page. The company is using different shows and some of the top athletes to create short, fun videos that reach their target directly while producing something efficient and memorable.
Thanks to Vine people are now accustomed to getting a whole story in less than 15 seconds, or what Champs Sports Director of Marketing, Scott Burton, is calling “bite-sized clips.” These clips do so much with so little time; they reach a dedicated audience that is already most likely following the company on the social media outlet, and seeking to have a more intimate connection with the company. The videos are also incredibly easy to share with other users on different outlets, allowing for greater exposure. One of the biggest advantages is that these small videos are re-watchable. The consumer has them on their phone at all times of the day, waiting to be watched over and over again.
What Champ Sports and Adidas are doing is sure to be replicated. They are taking direct advertising and adding a twist with Instagram video. These advertisements are fun and memorable, with the greatest benefit of being readily accessible and constantly available for the consumer. When thinking about using Instagram, brands should not just consider what photo or video will work the best, but what series of photos and videos will make the campaign a great large-scale success.