espnW’s #coldlist looks to motivate with pin-able graphics
So how are those New Year’s resolutions going? You know the ones that you made where you promised you would go to the gym everyday or actually use all of that new equipment that you had to have for Christmas? Odds are you’re having a hard time with keeping motivated, especially when it’s ridiculously cold out and all you want to do is curl up in front of the TV. espnW is looking to get your a$$ off the couch with their new motivational graphics using the hashtag #coldlist.
The campaign is simple as espnW encourages their readers to remain active during the winter months (fitness is one of their main platforms) and creates graphics that ooze virality. What I mean by that is these pictures are just screaming to be shared on social networks. This type of visual original content is gold for Pinterest in particular. espnW is catering to their main audience as they have created content that their readers can share on the female-dominated social network. Especially when motivational boards are extremely common (I’m guilty to having one of these!). I really like that once you pin the image, rather than saying something generic, it has a custom message embedded that also tags espnW’s Pinterest page (check out the screen shot above).
Nike Women has done this successfully as well in their #FindYourGreatness (over all Nike platforms) or #MakeTheRules. However, I’m a fan of espnW’s use of #coldlist as it follows a specific theme and is something that resonates with both males and females. Don’t believe me that males like these slogans as well? Check out these tweets from some of the male variety:
— Colby Almond (@colbyalmond) January 15, 2013
— Brad Miller (@BradMillerAppSt) January 15, 2013
Teams could easily adopt this same model created by espnW with their own fans. Whether that by using text on pictures to countdown the season, to encourage All-Star game voting or to simply resonate with their fanbase, these graphics are powerful, especially in today’s visual and social society. Sure a lot of teams have great Pinterest pages, but many don’t utilize custom graphics or pictures to really brand the image (although the Los Angeles Lakers do this really well on Instagram).
What other teams or sports brands are killing it on Pinterest using unique graphics? Let us know what you think about this initiative!