Eurostar lance les premiers « Air Sports »

Nouvelle activation pour les Jeux Olympiques de Londres aujourd’hui avec Eurostar, le transporteur officiel, qui a décidé d’organiser un concours de « Air Sports » sur Facebook.

Après un teasing avec deux athlètes olympiques, à savoir Jackson Richardson & Tony Parker – l’un a été porte-drapeau, l’autre ne le sera peut-être jamais – la marque franco-britannique a levé le voile sur son activation à travers 4 vidéos mettant en scène les 2 Français en train de faire de l’escrime, du kayak, de la natation et de l’haltérophilie, le tout sans instrument bien évidemment pour rester dans la tradition de l’Air Guitar (popularisé par Gunther Love) et donc de l’Air Sports.

[youtube]http://www.youtube.com/watch?v=UbKMi2r-_lA[/youtube]

[youtube]http://www.youtube.com/watch?v=oSxdt-esB6A[/youtube]

[youtube]http://www.youtube.com/watch?v=ZiY-uopoJwg[/youtube]

[youtube]http://www.youtube.com/watch?v=5Vj3Ct4UDyk[/youtube]

L’activation est soutenue par une application Facebook où les fans pourront à leur tour réaliser leur propre interprétation de l’Air Sports de leur choix pour tenter de gagner une place pour les Jeux Olympiques, en envoyant une vidéo de 90 secondes maximum.

Les 50 vidéos ayant obtenu le plus grand nombre de vote au 12 juin 2012 seront présentées à un jury composé de Tony Parker, Jackson Richardson et Lionel Benbassat, Directeur Marketing & Commercial d’Eurostar, qui sélectionnera les 8 meilleures vidéos. Les dotations sont bien évidemment intéressantes avec les demi-finales du tournoi de tennis, les séries du 110m haies, du 200 mètres et du triple saut hommes, la finale du 200m hommes, le 1/4 de finale du tournoi féminin de handball, un match du Tournoi Olympique de football, la demi-finale hommes de handball, des matchs de qualifications de badminton ou encore des matchs de groupe du tournoi de basket-ball.

Après son quizz sur l’histoire des Jeux Olympiques, Eurostar se lance dans l’User Generated Content pour promouvoir son partenariat avec le Comité d’Organisation des Jeux Olympiques de Londres 2012, une façon maligne de toucher le grand nombre et de ne pas s’adresser à la cible de pratiquants. A voir si cela paiera mais l’activation est originale.

Si vous faites une vidéo d’Air Sports, prévenez-moi en commentaires !

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