Campagne Head avec Andy Murray pour Wimbledon

Je viens de tomber sur cette vidéo de la marque Head (fabricant de raquettes de tennis) mettant en scène Andy Murray, demi-finaliste du dernier Roland-Garros.

Alors oui la vidéo est marrante, on voit plein de personnes brandissant le symbole Like de facebook (qui, si cela continue, ne va pas tarder à intégrer le Robert Illustré comme Twitter vient de le faire récemment), on sent cette envie de la marque de faire vivre quelque chose d’exceptionnel et d’intime, mais en même temps, est-ce que nous n’allons pas trop loin dans cette notion de proximité? Avons-nous réellement envie de savoir TOUT sur la vie de nos sportifs préférés? J’ai l’impression que le voyeurisme attend son paroxysme avec ce genre de contenu et de réalisation publicitaire et je me dis (et j’espère) surtout que les consommateurs et fans de sport sont passés au-délà de cet aspect voyeuriste et unilatéral (vous regardez ce qu’ils font 24h/24) pour quelque chose de plus interactif et conversationnel (vous pouvez discuter avec un tel qui vous répondra en direct).

Plus surprenant, après être allé sur la page facebook d’Head, on découvre 2 autres vidéos (une incompréhensible car couverte d’une bande sonore et une autre d’Andy Murray…) on se rend compte que la promesse de la vidéo est en réalité complètement différente de l’activation puisque la marque invite les fans de la page à envoyer leurs messages de soutien à Andy Murray et à sélectionner les meilleurs qui seront imprimés sur le sac qu’utilisera le tennisman britannique lors du tournoi de Wimbledon, prochain étape du Grand Chelem…

La proximité se fait donc à ce niveau là mais on (=je) aurait aimé voire plus d’interactivité dans cette proximité pour rendre l’expérience encore plus enrichissante et cohérente avec l’utilisation des média sociaux. Très déçu donc car je m’attendais avec le film viral à quelque chose de plus intimiste dans la réalisation (un web docu? du contenu live? une séance d’interview via twitter?) mais on se retrouve avec quelque chose de réchauffer, du déjà vu dans le marketing sportif (cf. activation Groupe Bel de son partenariat voile avec Kito de Pavant, primé aux Trophées Sporsora 2010).

Néanmoins, Head reste cohérent dans sa stratégie d’activation des tournois du Grand Chelem, qui se fait autour des ambassadeurs de la marque : Roland-Garros avec Novak Djokovic et l’opération Wing Tennis (vidéo vue près de 750 000 fois!) et maintenant Wimbledon avec Andy Murray, mais il manque ce petit quelque chose qui fera de Head une grande marque du tennis…

Et vous qu’en pensez-vous?

41 Commentaires

  1. Sauf votre respect mon cher Hubert, Head est déjà une marque référence dans le monde du tennis. Qu’entends tu par grande marque du tennis ?

    • Head est un grand équipementier mais pas encore un grand sponsor du tennis… selon moi… La marque est de facto ultra légitime dans le territoire tennis, je trouve ça dommage de ne pas faire plus…

  2. If you would like to improve your experience only keep visiting this website and be updated
    with the latest news update posted here.

  3. Currently it appears like Expression Engine is the top blogging platform
    out there right now. (from what I’ve read) Is that what you’re using on your blog?

  4. Hello just wanted to give you a quick heads up.
    The words in your post seem to be running off the screen in Internet explorer.
    I’m not sure if this is a formatting issue
    or something to do with browser compatibility but I thought
    I’d post to let you know. The style and design look great though!

    Hope you get the problem fixed soon. Many thanks

  5. Hello there! This is my first visit to your blog!
    We are a team of volunteers and starting a new initiative in a community in the
    same niche. Your blog provided us beneficial information to work
    on. You have done a marvellous job!

  6. Thanks for another informative site. The place else could I am getting that type of info written in such
    an ideal way? I have a venture that I am just now operating on, and I have been at the glance out for such information.

  7. I am sure this piece of writing has touched all the internet visitors, its really
    really pleasant paragraph on building up new web site.

  8. It’s amazing to go to see this website and reading the views of all colleagues on the topic of this piece of writing, while I
    am also keen of getting know-how.

  9. Hi my family member! I wish to say that this article is awesome, great written and come with almost
    all important infos. I’d like to peer more posts like this .

  10. Hello! Do you know if they make any plugins to safeguard against hackers?
    I’m kinda paranoid about losing everything I’ve worked hard on. Any suggestions?

  11. Thanks for your marvelous posting! I actually enjoyed reading it, you might be a great author.
    I will be sure to bookmark your blog and may come back later on.
    I want to encourage that you continue your great work, have a
    nice holiday weekend!

  12. Hey There. I found your weblog the use of msn. This is
    an extremely smartly written article. I will be sure to bookmark it and come back to learn more of your useful information. Thank you for the post.
    I will certainly return.

  13. An intriguing discussion is worth comment.
    I do think that you ought to publish more on this subject, it may not be a
    taboo subject but typically people don’t discuss such topics.
    To the next! Cheers!!

  14. You actually make it seem so easy with your presentation but I find this matter to be really something which
    I think I would never understand. It seems too complicated and extremely broad for me.
    I am looking forward for your next post, I’ll try to get the hang of it!

  15. Heya i am for the first time here. I found this board and I find It really useful & it helped me out much.
    I hope to give something back and help others like you helped
    me.

  16. Nice post. I learn something totally new and challenging on sites I
    stumbleupon every day. It’s always exciting to read through articles from other authors and use something from other sites.

  17. Hi there it’s me, I am also visiting this website daily, this web page is genuinely good and
    the visitors are genuinely sharing good thoughts.

  18. excellent submit, very informative. I wonder why the opposite
    experts of this sector don’t notice this. You must continue your writing.

    I’m sure, you’ve a huge readers’ base already!

  19. That is a great tip especially to those new to the blogosphere.

    Simple but very accurate info… Appreciate your sharing this one.

    A must read post!

  20. My partner and I absolutely love your blog and find a lot of your post’s to be what precisely I’m looking for.
    can you offer guest writers to write content to suit your needs?

    I wouldn’t mind creating a post or elaborating on most of the subjects you write in relation to
    here. Again, awesome web site!

  21. Hello, its fastidious piece of writing on the
    topic of media print, we all be aware of media is a impressive source of information.

  22. This is the perfect webpage for anyone who really wants to find out about this topic.
    You know so much its almost tough to argue with you (not that I actually would
    want to…HaHa). You certainly put a brand new spin on a topic which has been written about for many years.
    Wonderful stuff, just wonderful!

  23. Hi, I do believe this is a great site. I stumbledupon it 😉 I’m going to come back yet
    again since I bookmarked it. Money and freedom is the greatest way to change,
    may you be rich and continue to help other people.

  24. Can I simply just say what a comfort to find somebody that really knows
    what they’re discussing online. You definitely understand how
    to bring an issue to light and make it important. More and more people
    need to look at this and understand this side
    of the story. It’s surprising you are not more popular since you most certainly have
    the gift.

  25. Hello! This is kind of off topic but I need some guidance from
    an established blog. Is it difficult to set up
    your own blog? I’m not very techincal but I can figure things out pretty quick.
    I’m thinking about setting up my own but I’m not sure where to start.
    Do you have any tips or suggestions? Cheers

  26. Fascinating blog! Is your theme custom made or did you download it
    from somewhere? A theme like yours with a few simple tweeks would really make my blog stand out.
    Please let me know where you got your theme. Thanks a lot

  27. Admiring the dedication you put into your site and in depth
    information you offer. It’s nice to come across a blog every
    once in a while that isn’t the same old rehashed information.
    Great read! I’ve bookmarked your site and I’m including your RSS feeds
    to my Google account.

  28. I was recommended this website by my cousin. I’m not sure whether this post is written by him as nobody else know
    such detailed about my trouble. You’re amazing!

    Thanks!

  29. Hello, i think that i saw you visited my site thus i came to “return the favor”.I am attempting to
    find things to improve my website!I suppose its ok to
    use a few of your ideas!!

Laisser un commentaire

Votre adresse de messagerie ne sera pas publiée.


*