La Carling Black Label Cup, quand la marque met les fans au coeur de l’événement sportif

En juillet dernier, la marque de bière Carling Black Label a réalisé une opération de grande envergure en Afrique du Sud en permettant aux fans de devenir pour l’espace d’un match de football, l’entraineur de l’équipe.

Partant du constat que la frustration grandissait parmi les fans des deux grandes équipes sud-africaines (les Orlando Pirates et les Kaizer Chiefs), de la présence d’entraineurs étrangers au détriment de talents nationaux mieux à même de comprendre le football local, Carling Black Label a lancé la campagne « Be The Coach », qui donna l’opportunité à l’ensemble de ses clients et aux supporters des équipes de devenir le temps d’un match les entraineurs.

Lancé par une publicité de 30 secondes avec son ambassadeur Rudd Gullit, ancien grand joueur et entraineur, « Be The Coach » encouragea les consommateurs à acheter une bière et de récupérer le code caché sous la capsule, leur permettant de se connecter via leur téléphone portable au portail USSD spécialement développé et de voter pour leurs 11 joueurs du 1er juin au 27 juillet 2011.


Une fois la période de vote terminée, l’annonce des 22 protagonistes fut faite en direct sur la chaine TV SuperSport, le 28 juillet 2011, soit 2 jours avant le match. L’annonce fut aussi relayée par la presse locale, créant l’effervescence à travers tout le pays.

De plus, un jeu concours avait été mis en place sur la page facebook puisqu’un simple like vous rendait éligible pour gagner un kit d’entrainement, des places de matchs et des maillots dédicacés.

Le match se déroula à Soccer City, lieu de la finale de la dernière Coupe du Monde FIFA. Et pour prolonger le tout, les spectateurs et téléspectateurs pouvaient aussi voter pour les remplacements en envoyant durant toute la 1ère mi-temps des SMS avec le numéro du joueur à changer, changement qui eut lieu à la 60ème minute du match.


Au final, le match fut remporté par les Orlando Pirates aux tirs aux buts, mais les taux de participants furent énormes puisque la phase de vote a généré près de 9 millions de vote, la fan page a augmenté de 450% et le compte twitter de 600% et le match se joua à guichets fermés!

Comme quoi il est possible de mettre les fans au coeur d’un événement et d’utiliser tous les canaux de communication à disposition (TV, print, mobile, médias sociaux et trade) pour nourrir et enrichir l’événement et  l’expérience du fan.

Un cas à décortiquer et à méditer pour bon nombre de sponsors européens.


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