Amstel – Teamlink

Home - Teamlink La marque de bière néerlandaise Amstel, appartenant au groupe Heineken, vient de sortir une application très intéressante pour les fans de foot amateur, Teamlink.

Pour le moment, cette application n'est qu'en néerlandais mais elle permet à la communauté des footballeurs amateurs néerlandais (près d'1 million de personnes) d'avoir une plateforme digitale leur permettant de mieux gérer leur équipe et matchs officiels. 

Très simplement, Teamlink est un outil de management d'équipe, où l'on y retrouve le calendrier du championnat de son équipe, ainsi que bien évidemment le classement et résultats mais aussi toute autre information non-officielle fournit (et donc uploadé) par les joueurs eux-mêmes (photo officielle de l'équipe, photos de matchs, planning des entrainements, etc.) via un "prikboard", véritable lien entre les joueurs de l'équipe, le tout expliqué de manière décalée à travers plusieurs vidéos utilisant l'ancien international Pierre van Hooijdonk.

Calendar - Teamlink Même si simple et sans doute déjà vu, Teamlink est un exemple d'activation réussie puisqu'Amstel est partenaire de la Fédération Néérlandaise de Football (ou KNVB dans la langue du pays) et le challenge était de taille dans un pays où le football est roi et où il était vital de pouvoir identifier le ou les leviers permettant de communiquer auprès de cette population des footeux amateurs, qui, on le sait, est bien plus importante et toute aussi passionnée que les professionnels. 

Le développement de cette plateforme internet offre à Amstel la possibilité de communiquer de manière plus innovante, en mettant donc de côté les pratiques traditionnelles et en offrant la possibilité à chacun de personnaliser l'outil aux couleurs de sa communauté. C'est ce point là qui "fait la diff" (comme dirait Nike en ce moment) et qui permet donc d'offrir cette valeur ajoutée indispensable et différenciante des autres sponsors du football national.

A quand l'appli iPhone?

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