adidas all event OL

Petit retour sur une opé adidas, rondement menée selon moi. Pas parce qu’on m’a invité à l’événement mais pour l’activation et la mécanique générale, que je trouve intéressantes

Après l’opé « all event » (20 000 propositions de soirées), adidas a remis le couvert en permettant aux fans de l’Olympique Lyonnais et plus largement aux fans de football d’imaginer leur match de football idéal et en le réalisant dans les moindres détails. Grâce à l’application facebook « all event », remise au goût du jour avec des éléments football (customisation des bancs de touche, des buts, des poteaux de corner) et des animations d’avant match, adidas a réussi à animer sa communauté et celle de l’Olympique Lyonnais. Au final, près de 30 000 matchs ont été créés en moins d’un mois et un heureux gagnant, Lucas, qui a vu son match s’organiser comme il l’avait rêvé sur la pelouse de Gerland, peu de temps après la présentation officielle de l’Olympique Lyonnais saison 2011/2012 avec les nouveaux maillots et le fameux maillot third.

Malgré l’arrivée de la pluie qui a dû écourter le spectacle, l’événement était très bien organisé par adidas et le club de l’OL, ce qui nous (Kriisiis, Olympique et Lyonnais et moi-même) de passer un bon moment et de prendre moultes photos et vidéos. Je vous invite à consulter l’album photo sur la page facebook de et vous y retrouverez une photo de Yoann Gourcuff torse nu (message pour les demoiselles et mesdames qui me lisent…)

Une fois de plus, adidas a réussi à exprimer son positionnement « adidas is all in » à travers un dispositif participatif online et à fort potentiel viral offline grâce à un événement calé sur un des temps forts d’un de ses 4 partenariats majeurs d’adidas dans le football français (les autres clubs adidas étant l’Olympique de Marseille, Saint-Etienne et Lens qui vient de passer de reebok à adidas), ce qui a permis des retombées presse et donc de la visibilité pour la marque.

Avant de vous laisser avec le film « Lucas is all in », film récap de l’opé, j’en profite pour communiquer le nom des gagnants du concours pour le maillot extérieur de l’OL (je vous contacterai rapidement personnellement pour récupérer les informations nécessaires) : Kevin, Olivier, Albertine, François et Mathieu.

La vidéo :

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2 Rétroliens / Pings

  1. Retour sur l'année 2011 en marketing sportif et bonne année 2012 de! | - Le Blog du Marketing Sportif
  2. adidas innove en lançant un maillot en 3D pour l'Olympique Lyonnais | - Le Blog du Marketing Sportif

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