Budweiser lance un objet connecté pour les fans de hockey

Pour certains, la tendance « Internet of Things » ne veut absolument rien dire, pour d’autres cela leur rappelle la thématique du Web’12, la grande conférence sur Internet lancée par Loic Le Meur. En Amérique du Nord et plus précisément au Canada, les consommateurs ont pu voir cette tendance prendre vie durant le SuperBowl et son magma de publicités, à travers une communication de Budweiser Canada qui a annoncé le développement et la commercialisation de la fameuse lumière rouge du but de hockey sur glace, cette fois-ci synchronisée en direct avec les performances de votre équipe.


Au hockey sur glace, chaque but est équipé d’une lumière rouge qui flashe, tourne et émet le fameux bruit accompagnant le but de l’équipe adverse (l’équivalent du fameux « gooooooaaalll » au football ou encore du jingle maintenant célèbre du multiplex de Canal+). Un gimmick sonore et visuel qui est accompagné très fréquemment par les fans de hockey sur glace par une décharge d’adrénaline et un réel soulagement de toute la tension accumulée durant le jeu.


La Budweiser Red Light fonctionne en la connectant à votre réseau Wi-Fi. Après avoir configuré l’appareil à une appli iPhone ou Android pour sélectionner la ou les équipes de prédilection, la lumière reste en stand-by dans votre pièce. Dès les premiers coups de crosse sur la patinoire, la Budweiser Red Light se réveille et écoute le réseau, à l’affut d’un but. Dès que votre équipe marque, la lumière s’emballe, vous faisant vivre l’émotion de la patinoire.

« Ceci n’est pas une blague : c’est bien réel, cela fonctionne et vous pouvez l’acheter », dixit la homepage de Budweiser Canada.

La publicité qui accompagne le lancement de ce produit, « Perfect Timing », semble avoir été diffusée uniquement au Canada. Si vous vivez à Toronto ou à proximité, la marque du groupe Anheuser-Busch vous propose même de venir installer l’objet à votre domicile ! Et le succès semble être au rendez-vous puisque les ventes affichent complètes. Budweiser a indiqué que de nouvelles pré-commandes pourront être effectuées pour une livraison en Mai, trop tard pour la saison régulière 2013 mais juste à temps pour les play-offs en Juin.


Une superbe idée de la part de la marque qui permet aux fans de vivre encore plus intensément leur passion du sport, en capitalisant sur une technologie simple, à savoir Internet et en l’utilisant pour connecter les fans à distance et donc connecter les fans à la marque. Malin, simple et efficace.

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  1. Toujours des bières en stock les jours de matchs avec Budweiser ! - Sportsmarketing.fr - L'actualité du marketing sportif et du sport business

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