adidas – Echange ton maillot

C'est maintenant une tradition lors des matchs de football et de rugby que les joueurs échangent leur maillot en fin de match et c'est justement ce geste qui est au coeur de la nouvelle campagne d'adidas en Nouvelle Zelande.

Le Super 14 est le plus grand championnat de rugby dans l'hémisphère sud, regroupant les plus grandes équipes d'Afrique du Sud, d'Australie et de Nouvelle-Zelande, une Champions League du Rugby en quelque sorte. Afin de promouvoir l'édition 2009, adidas vient de produire ce mini-site, Super14 Jersey Swap, où vous pouvez gagner des tickets pour les matchs du tournoi et échanger (pour de vrai) votre maillot avec un joueur comme Richie McCaw ou encore Ali Williams le montrent sur le site, au bonheur de ces dames qui pourront admirer les corps des rugbymen…

A noter qu'adidas compte sur un effet viral de cette campagne puisqu'on retrouve des petites icones permettant de relayer l'information vers des sites communautaires comme facebook, bebo, digg et del.icio.us… Dommage de ne pas avoir créé quelque chose de plus viral et plus communautaire autour de cette opé. De simples icônes ne suffiront sans doute pas à créer le buzz autour de "Jersey Swap"

Adidas Super14 Swap Jersey

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