Les activations des partenaires de la Coupe du Monde Féminine FIFA (2/2)

On continue ce panorama du marketing sportif et des activations des sponsors à la Coupe du Monde Féminine FIFA avec Allianz, qui est devenu en janvier 2011 le 3ème supporter national de la compétition et a signé par la même occasion, un partenariat avec l’équipe nationale allemande jusqu’en 2014. Pour la compétition, Allianz (aussi présent dans le tennis et le golf) a dédié une partie du site internet allemand pour supporter totalement l’équipe nationale. On y retrouve une section film, mettant en avant les ambassadrices Allianz, membres de la Mannschaft (Renate Lingor, ancienne joueuse & Ursula Holl, gardienne actuelle) et la présidente du Comité d’Organisation, Steffi Jones, qui tient son blog sur le site. Trois femmes, trois récits différents permettant de faire le lien entre sport & assurance afin de promouvoir le métier d’Allianz.

Pour les supporters, une section « Fanschal » permettra aux adorateurs et adoratrices de la Mannschaft de gagner des places pour la finale et surtout d’envoyer leurs messages de soutien pour créer l’écharpe la plus longue du monde. On avait eu le droit à la Ola la plus longue du monde avec Sony Ericsson pour la Coupe du Monde masculine, les ballons d’encouragement par Hyundai Kia, maintenant c’est l’écharpe qui devient le support pour les fans. Un peu de réchauffé ne fait jamais de mal…Cadeau pour les participants : une écharpe personnalisée envoyée tous les 11 messages. A l’heure où j’écris, ce sont quand même près de 25 000 messages de soutien envoyés!

Plus intéressant, le tournoi Junior Football, tournoi de football pour les jeunes garçons et jeunes filles âgés de 14 à 16 ans, joué à Munich. Pourquoi Munich? Tout simplement parce qu’Allianz détient le naming du stade de Munich, stade où évoluent les deux clubs de football, le Munich 1860 et le Bayern Munich. En maximisant l’exploitation des droits issus de ce partenariat, Allianz a donc réussi à créer un tournoi et une expérience de marque pour les jeunes venus des 4 coins du monde et qui ont pu profiter des installations de classe mondiale (sessions avec les entraineurs du Bayern, visite du stade et du musée, séance de dédicaces avec les joueurs). Comme quoi, il ne faut pas des mille et des cents pour organiser quelque chose de simple et d’utile pour une cible jeune. Et quand on sait l’importance de la communication auprès des jeunes pour les banques et les assurances, Allianz semble avoir trouvé un bon filon…

Du côté de Deutsche Telekom, la Coupe du Monde sera abordée sous un angle CSR à travers l’initiative Herzrasen, un programme qui engage le groupe à verser 10 000€ par but inscrit par l’équipe nationale à l’association « Un Coeur pour un enfant ». Le groupe de télécommunications sera par ailleurs très occupé durant le tournoi puisqu’en charge de toute l’infrastructure IT de l’événement. Deutsche Post vient de produire une série limitée de timbres à l’effigie de la compétition, (grosse créativité là!) alors que Deutsche Bahn a utilisé l’un de ses trains pour le Trophy Tour en Allemagne et a réalisé un spot TV pour la faire promotion de sa carte d’abonnement. Commerzbank, qui détient le naming du stade de Francfort, est en charge des volontaires et a créé le Fan Block, sorte de journal intime tenu par Brigit Prinz, meilleure buteuse de la Coupe du Monde, Marko Marin, international allemand et une fan, Amelie Herberg. Tout est regroupé sur le mini-site dédié, accessible ici.

Au final, les marques ont réussi le pari de la Coupe du Monde Féminine en mettant en oeuvre des dispositifs axés sur les émotions et les sentiments, plutôt que sur le jeu et sa technicité, ce qui, au final, rend la Coupe du Monde Féminine plus attractive.

Et vous qu’en pensez-vous? Avez-vous vu passer d’autres initiatives de marque?

75 Commentaires

  1. Howdy just wanted to give you a quick heads up. The text in your content seem to be running off the screen in Safari.
    I’m not sure if this is a format issue or something to do with browser
    compatibility but I thought I’d post to let you know.
    The layout look great though! Hope you get the problem fixed soon. Thanks

  2. Heya! I know this is sort of off-topic but I had to ask.
    Does managing a well-established website like yours take a lot of work?

    I’m completely new to blogging but I do write in my journal everyday.
    I’d like to start a blog so I will be able to share my personal experience and feelings online.
    Please let me know if you have any ideas or tips for brand new aspiring blog owners.

    Appreciate it!

  3. I will right away take hold of your rss feed as I can not to
    find your e-mail subscription hyperlink or e-newsletter service.
    Do you have any? Please permit me recognize in order that I may just subscribe.

    Thanks.

  4. You are so cool! I do not suppose I have read anything like
    that before. So good to find another person with a few original thoughts on this
    issue. Seriously.. many thanks for starting this up. This
    site is something that is needed on the web, someone with a little originality!

  5. I was pretty pleased to uncover this page. I need to to thank you for ones time just for this wonderful
    read!! I definitely appreciated every bit of it and i also have you book marked to check out new information in your website.

  6. There’s certainly a lot to find out about this subject.
    I like all the points you made.

  7. I’m really loving the theme/design of your weblog.
    Do you ever run into any browser compatibility problems?
    A few of my blog visitors have complained about my blog not
    operating correctly in Explorer but looks great in Safari.
    Do you have any solutions to help fix this problem?

  8. When I originally commented I clicked the « Notify me when new comments are added » checkbox and now each
    time a comment is added I get four emails with the same comment.
    Is there any way you can remove people from that service?

    Appreciate it!

  9. I’m amazed, I must say. Rarely do I encounter a blog that’s both educative and interesting, and without
    a doubt, you have hit the nail on the head. The issue
    is something that too few men and women are speaking intelligently about.
    I am very happy I stumbled across this during my
    search for something concerning this.

  10. Fantastic goods from you, man. I have bear in mind your stuff prior to and you’re simply extremely excellent.
    I actually like what you’ve got here, really like
    what you’re saying and the way in which you assert
    it. You’re making it entertaining and you continue
    to take care of to keep it smart. I cant wait to read far more from you.
    This is really a tremendous site.

  11. After I initially commented I seem to have clicked the -Notify me when new comments
    are added- checkbox and from now on each time a comment is
    added I recieve four emails with the exact same comment.

    Perhaps there is a means you are able to remove me from that service?
    Appreciate it!

  12. Post writing is also a fun, if you be acquainted with afterward you can write otherwise it is complex to write.

  13. Hello, I do believe your blog may be having browser compatibility problems.
    When I look at your web site in Safari, it looks fine but when opening in I.E., it’s got
    some overlapping issues. I simply wanted to provide you with a quick heads up!
    Apart from that, wonderful blog!

  14. Excellent web site you have here.. It’s difficult to find
    quality writing like yours nowadays. I truly appreciate individuals
    like you! Take care!!

  15. I do not know if it’s just me or if everybody else
    encountering issues with your blog. It seems like some of the
    text within your content are running off the screen. Can somebody else please comment
    and let me know if this is happening to them too?
    This might be a problem with my web browser because I’ve had this happen before.

    Many thanks

  16. You’re so interesting! I do not suppose I have read
    anything like that before. So good to discover someone with unique thoughts on this subject matter.
    Really.. thanks for starting this up. This site is something that is required on the internet, someone with some originality!

  17. Somebody necessarily help to make critically articles I would
    state. This is the very first time I frequented your website page and thus far?
    I surprised with the research you made to create this actual post extraordinary.
    Excellent job!

  18. Hi i am kavin, its my first time to commenting anyplace, when i read this piece of writing i thought i could also create comment due to
    this sensible paragraph.

  19. It is in point of fact a great and useful piece of information.
    I am happy that you shared this helpful information with us.
    Please keep us up to date like this. Thank you
    for sharing.

  20. It is not my first time to visit this web site, i am browsing this
    web site dailly and obtain pleasant data from here all the time.

  21. I think the admin of this website is truly working hard in support of
    his web page, because here every stuff is quality based information.

  22. Wow that was odd. I just wrote an incredibly long comment but after I clicked submit my comment didn’t show up.
    Grrrr… well I’m not writing all that over again. Anyhow, just wanted to say great blog!

  23. I do not even understand how I finished up right here, however
    I believed this put up used to be good. I don’t recognise who you might be however definitely
    you’re going to a famous blogger when you aren’t already.

    Cheers!

  24. Hi, i read your blog occasionally and i own a similar one and
    i was just wondering if you get a lot of spam
    responses? If so how do you prevent it, any plugin or anything you
    can advise? I get so much lately it’s driving me insane so any assistance is very much appreciated.

  25. I think this is one of the most important info for me.
    And i’m glad reading your article. But wanna remark on few
    general things, The site style is wonderful,
    the articles is really great : D. Good job,
    cheers

  26. Hello! This is my first visit to your blog!

    We are a collection of volunteers and starting a new project in a
    community in the same niche. Your blog provided us useful information to work on. You
    have done a wonderful job!

  27. Hey there, I think your blog might be having browser compatibility issues.
    When I look at your blog in Chrome, it looks fine but when opening
    in Internet Explorer, it has some overlapping. I just wanted to give you a quick heads up!

    Other then that, amazing blog!

  28. I am truly delighted to glance at this web site posts which contains plenty
    of helpful data, thanks for providing such data.

  29. Heya i’m for the primary time here. I found this board and I to find It really useful & it helped me out much.
    I am hoping to present something back and aid others such as you helped me.

  30. Thank you for the good writeup. It in fact
    was a amusement account it. Look advanced to far added agreeable from
    you! By the way, how could we communicate?

  31. Thanks , I have recently been searching for information approximately this topic for
    ages and yours is the greatest I’ve found out till now.
    However, what in regards to the conclusion? Are you certain in regards to the supply?

  32. This paragraph offers clear idea designed for the new people of blogging, that genuinely how to do blogging
    and site-building.

  33. I have read some good stuff here. Definitely worth
    bookmarking for revisiting. I surprise how a lot effort you put to create this kind of wonderful informative web site.

  34. You made some good points there. I looked on the internet to find out more about the issue and found most individuals will go along with your views on this website.

  35. Hi there Dear, are you in fact visiting this site regularly, if so after that you will definitely obtain good know-how.

  36. I do believe all of the ideas you’ve presented to
    your post. They are very convincing and can definitely work.
    Nonetheless, the posts are very short for novices.
    May you please prolong them a bit from next time? Thanks
    for the post.

  37. Greate article. Keep posting such kind of info on your blog.

    Im really impressed by your site.
    Hey there, You have done an incredible job. I’ll definitely digg
    it and in my view suggest to my friends.
    I am sure they’ll be benefited from this site.

  38. Howdy 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 format 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 issue fixed soon. Thanks

  39. Wow that was unusual. I just wrote an very long comment
    but after I clicked submit my comment didn’t show up. Grrrr…
    well I’m not writing all that over again. Anyhow,
    just wanted to say excellent blog!

  40. Pretty nice post. I just stumbled upon your weblog and wanted to say that I’ve truly enjoyed surfing around your blog posts.
    In any case I will be subscribing to your rss feed and I
    hope you write again very soon!

  41. Hello there, just became alert to your blog through Google, and found that it is really informative.
    I am going to watch out for brussels. I will be grateful
    if you continue this in future. Many people will be benefited from your writing.
    Cheers!

  42. Wow! After all I got a weblog from where I be able to
    truly obtain useful information regarding my study and knowledge.

  43. Its like you read my mind! You appear to know a lot about this, like
    you wrote the book in it or something. I think that you can do
    with some pics to drive the message home a bit, but other than that,
    this is great blog. A great read. I will certainly be back.

  44. Admiring the commitment you put into your blog and detailed information you
    provide. It’s awesome to come across a blog every once
    in a while that isn’t the same outdated rehashed material.
    Great read! I’ve bookmarked your site and I’m including your RSS
    feeds to my Google account.

  45. Sweet blog! I found it while searching on Yahoo News.
    Do you have any tips on how to get listed in Yahoo News?
    I’ve been trying for a while but I never seem to get there!
    Thanks

  46. Hi there to every single one, it’s really a fastidious for me to pay a quick visit this website,
    it includes valuable Information.

  47. This is really interesting, You are a very skilled blogger.
    I have joined your rss feed and look forward to seeking
    more of your wonderful post. Also, I’ve shared your web site in my social networks!

  48. Really no matter if someone doesn’t be aware of after that its up to other users
    that they will help, so here it happens.

  49. It is not my first time to pay a visit this web site, i am
    browsing this site dailly and obtain fastidious facts from here everyday.

  50. Hello There. I found your weblog the use of msn. This is a really
    well written article. I’ll make sure to bookmark it and return to learn more of
    your useful info. Thank you for the post.
    I will certainly comeback.

  51. If some one wishes expert view concerning blogging and site-building after that i recommend
    him/her to go to see this blog, Keep up the good work.

  52. fantastic issues altogether, you just won a emblem new reader.
    What would you recommend in regards to your publish that you just made
    a few days in the past? Any certain?

  53. My relatives every time say that I am wasting my time here at net, except I know I am getting know-how every day by reading
    such good articles or reviews.

  54. Thanks , I’ve recently been looking for info approximately this topic for ages
    and yours is the greatest I’ve discovered so far. However, what about the conclusion? Are you positive in regards to the supply?

  55. You actually make it appear so easy together with your
    presentation however I to find this topic to be really one thing which I believe I would by no means
    understand. It seems too complex and extremely large for me.
    I’m having a look forward on your subsequent put up, I’ll try to get the hang of it!

  56. I read this article fully on the topic of the resemblance of most
    up-to-date and preceding technologies, it’s amazing article.

  57. certainly like your web site but you need to test the spelling on quite
    a few of your posts. Many of them are rife with spelling
    problems and I to find it very troublesome to tell the reality nevertheless I’ll
    surely come again again.

  58. Heya i am for the first time here. I came across
    this board and I find It really useful & it helped me out much.
    I hope to give something back and aid others like you aided me.

  59. It’s nearly impossible to find experienced people about this topic, however, you seem like you know what you’re talking about!

    Thanks

  60. What’s up everyone, it’s my first pay a quick visit at this web
    site, and piece of writing is really fruitful in favor of me, keep up posting such posts.

2 Rétroliens / Pings

  1. Manchester City vend son stade aux qataris | Sportsmarketing.fr - Le Blog du Marketing Sportif
  2. Le Mix des Supporters by Orange | Sportsmarketing.fr - Le Blog du Marketing Sportif

Laisser un commentaire

Votre adresse de messagerie ne sera pas publiée.


*