Check Out Tide’s Extensive Vine Push for the Olympics

P&G brand seems dedicated to social video

Headshot of Christopher Heine

Tide's focus on Vine doesn't seem like it's going to be cut down any time soon.

Following up on its Halloween effort with Twitter's social videos, the Procter & Gamble brand has put out 10 Olympic-themed Vines that have fun with its signature bottle as well as the sporting tensions between the U.S. and Russia or Canada. A few of its six-second spots have paired Tide with P&G sister product Downy in entertaining takes on ice skating. And at 1 p.m. ET today, Tide released a Vine that played on the big hockey match taking place in real time.

The engagement results have been mixed, as some of the Vines have garnered hundreds of retweets and favorites while others have struggled to gain traction.

Scroll down to check out the breadth of creative initiative, which was assisted by DigitasLBi.

Meanwhile, the social-video endeavor underscores P&G's massive push during the Winter Games. The Cincinnati-based firm's TV spots have been scoring big-time views, while the consumer-goods giant has also run ads around NBC's Web coverage of the Sochi Olympics for brands such as Nyquil.

@Chris_Heine Christopher Heine is a New York-based editor and writer.