Budweiser dit au revoir à Derek Jeter

Derek Jeter

Budweiser a décidé de rendre hommage à Derek Jeter à travers une vidéo émouvante mettant en scène le joueur des New York Yankees et la ville de New-York. La vidéo de 2 minutes ouvre sur le dernier passage de Derek Jeter à la batte au Yankee Stadium contre les Baltimore Orioles. 962 jours plus tard, le maillot et numéro 2 de Derk Jeter est finalement retiré de l’équipe des new York Yankees, hommage ultime du club au joueur qui a tant apporté au sport, à la franchise et aux fans. 

La publicité de Budweiser nous emmène dans les rues de New York City, où le numéro 2 est remplacé par le symbolique numéro 2 rayé de Jeter aux Yankees, que ce soit dans le métro, sur la plaque de la 2ème avenue, sur un camion de pompiers ou encore sur un taxi.

Cette vidéo sera diffusé sur les plateformes sociales et sur le digital par Budweiser, selon un représentant de la marque. 

Cette vidéo est soutenue par le hashtag #ThisBudsFor2, qui selon l’agence de monitoring Brandwatch, a déjà reçu plus de 1 400 mentions sur les réseaux sociaux et 100% de commentaires positifs selon l’outil de Brandwatch.  Sur Twitter, le tweet de Budweiser a généré près de 11millions d’impressions à lui tout seul, symbole de la réussite de la campagne. Pour finir, le hashtag, #ThisBudsFor2, a délivré près de 26.2 millions d’impressions, toujours selon Brandwatch. 

Ce dimanche 14 mai, les New York Yankees honoreront Derek Jeter lors de la cérémonie d’avant-match avec le retrait du numéro et du maillot et la présentation officielle d’une plaque à Monument Park. Un beau programme pour ce 14 Mai, fête des Mères aux Etats-Unis, qui devient pour les fans de baseball, la fête de Jeter. 

Selon Budweiser, après que Jeter aie vu la vidéo, il dit : « Je suis honoré que la MLB et Budweiser ont décidé de célébré le retrait de mon numéro de cette manière et j’ai vraiment hâte de retourner au Yankee Stadium ce weekend. »

Budweiser n’est pas la première marque à concevoir un contenu en l’honneur de Derek Jeter. On retrouve d’autres marques et sponsors de longue date, comme Jordan et Gatorade qui avaient sauté sur l’annonce de sa retraite en 2014 pour dévoiler deux contenus en l’honneur du joueur de baseball de New-York.

Derek Jeter a rendu hommage à New York quelques jours avant que les Yankees ne retirent son numéro et ne l’immortalisent au coeur de Monument Park.

Jeter a signé un essai intitulé « Merci, New York », sur son site Internet, Players’ Tribune, jeudi. Jeter y rappelle à quel point il était intimidé de s’amener à New York, lui qui a grandi à Kalamazoo, au Michigan.

Les Yankees retireront le no 2 de Jeter et dévoileront une plaque à son effigie dimanche soir, avant leur rencontre contre les Astros de Houston. Au cours de sa carrière, Jeter a participé 14 fois au All-Star Game de la Major League Baseball et aidé les Yankees à remporter cinq fois les World Series, le titre de Champion de la MLB.




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