adidas lance le maillot des British & Irish Lions

Pour les 125 ans des British & Irish Lions, adidas, son équipementier, a produit un nouveau maillot et pour son lancement, la marque a décidé de mettre en place un dispositif de street marketing invitant les fans à se mobiliser pour essayer de récupérer les maillots suspendus en l’air

[youtube]http://www.youtube.com/watch?v=B_mLtyHYYkI[/youtube]

Un dispositif intéressant certes mais qui n’est sans rappelé le lancement du maillot du Racing Club de Lens réalisé par l’agence Havas Sports & Entertainment en 2009 où le nouveau maillot du club avait été lui aussi suspendu dans les rues de la ville.

[youtube]http://www.youtube.com/watch?v=F35vM-nQoDo[/youtube]

Dans le jargon publicitaire, on appelle ça faire un « Joe La Pompe »

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