Les Forty Viners, le programme sur Vine des 49ers de San Francisco

Les San Francisco 49ers, club de NFL de San Francisco, en partenariat avec Levi’s, le partenaire de leur stade flambant neuf, ont lancé un nouveau programme sur les médias sociaux, exclusivement sur la plateforme Vine.

L’équipe , les « Forty Viners », a ouvert les hostilités lors du match d’ouverture de la saison contre les Baltimore Ravens où plusieurs Vines ont été postés avant le coup d’envoi, mettant en avant notamment la nouvelle veste en cuir des 49ers, bien évidemment réalisée par Levi’s. Les Forty Viners sont composés de plusieurs « Viners » connus notamment Ian Padgham et Charlie Love.

Chaque semaine, l’équipe créera des Vines uniques pour le match à venir, mettant en avant bien évidemment le Levi’s Stadium avec des contenus « behind-the-scenes » mais aussi en récompensant les fans en les intégrant comme acteurs de ces Vine. Les fans qui apparaitront dans les Vines pourront gagner des prix Levi’s comme des vestes ou encore des gift cards ou des accès au Levi’s 501 Club, un espace premium dans le stade.

Voici quelques premiers Vines réalisés par les Forty Viners et comme vous le voyez, la qualité est au rendez-vous :

Avec ce programme, les 49ers créent une nouvelle franchise de contenus qui va permettre au club et à son nouveau sponsor majeur, Levi’s de créer de l’engagement et de la proximité avec les fans du club, tout en démontrant leur compréhension des médias sociaux et des comportements des utilisateurs sur ces plateformes, un peu à l’image de ce que Budweiser avait pu faire pour la FA Cup avec les Phoneographers.

Ce programme est aussi une belle manière d’illustrer la connectivité de ce stade flambant neuf qui de par ses installations et l’investissement réalisé devient l’un des stades les plus connectés au monde, permettant aux fans de créer du contenu lors de l’événement et de le publier sur leurs plateformes sociales.

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