asics crée du lien entre les marathoniens et leurs proches grâce aux puces RFID

Courir 42,195km est considéré par la quasi totalité des sportifs comme LA performance sportive par excellence. Mais ASICS a décidé de rendre ce moment un peu moins douloureux en utilisant des puces RFID lors du prochain marathon de New York qui a lieu ce week-end dans la Big Apple.

Les coureurs, en s’inscrivant sur la plateforme ASICS « Support Your Marathoner », pourront activer une puce RFID qui attacheront par la suite à leur chaussure. Cette puce, donnée à tous les coureurs lors du retrait de leur dossard, permettra de diffuser les messages d’encouragement et de soutien envoyés au coureur par ses proches et ce sur 3 écrans géants positionnés à 3 endroits précis du parcours, aux kilomètres 14.4, 19.3 et 35.4.

Bien évidemment, vu le nombre de participants au marathon, ils ne pourront pas lire individuellement les messages. Pour pallier à cette contrainte inhérente à l’événement, ASICS a créé un espace personnalisé pour chaque coureur comprenant une gallerie de messages, vidéos et photos envoyés, le tout consultable après la course bien évidemment.

Depuis le lancement de cette activation (mi-octobre), près de 3 000 messages ont été envoyés sur la plateforme digitale. Un vrai succès déjà pour ASICS puisqu’autant de messages avaient été envoyés pour le marathon de New-York édition 2010, comme je vous en avais déjà parlé. Mais à la différence de l’année dernière, Support Your Marathoner 2011 a ajouté l’agrégation de réseaux comme facebook et l’envoi de contenu vidéo ou audio.

Envoyer des messages de soutien n’est clairement pas quelque chose de nouveau. Mais ASICS change la relation entre fans et athlètes en créant une excitation supplémentaire pour le coureur qui peut apercevoir un message lui étant destiné ou pour l’ami, la mère ou la femme qui sait que son message sera potentiellement diffusé en direct au marathon de New-York et donc participant à sa manière à l’organisation et la réussite d’un tel événement.

Grâce aux puces RFID, l’événement devient plus interactif et instantané qu’auparavant. En faisant passer cet événement traditionnel qu’est le marathon en une activité sociale grâce à un tout petit objet, ASICS fait passer le running et le marathon dans l’ère du digital et des médias sociaux.

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