adidas part à la recherche du meilleur photographe de football

adidas est à la recherche du photographe de football sur Tumblr en compagnie du joueur du FC Barcelona, Dani Alves.

La marque invite les internautes à prendre leurs clichés autour de la thématique « Love The Game? », signature de l’opération, et de les poster sur Tumblr avec le hashtag « #adidasphoto ».

Le gagnant sera choisi par la marque, un journaliste et l’arrière-droit du FC Barcelona et remportera un appareil photo réflex numérique et participera en tant que photographe à un shooting photo en 2013 de la marque aux 3 bandes.

Il est intéressant de voir que la marque décide de préempter un territoire annexe de son core business, à savoir les émotions liées au football vs les performances mêmes, habituels territoires de communication et positionnement d’un équipementier. En effet, ce genre d’opération rappelle l’activation Sony autour de la Coupe du Monde de Football FIFA 2010.

Néanmoins, le choix du réseau social, Tumblr, est intéressant et en toute somme logique de par la capacité qu’a ce réseau social à viraliser le contenu auprès d’une population large. Après l’opération réalisée en juin dernier en amont de l’EURO 2012, il semblerait que Tumblr devienne l’une des plateformes de prédilection de la marque sur les médias sociaux.

 

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