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…

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