Intersport – #RunTheSpring

Intersport - RunTheSpring

Intersport, l’enseigne de distribution d’articles de sport, lance une campagne digitale destinée aux runners. Accompagnée de son agence de publicité, Les Gaulois, Intersport lance un challenge sportif intitulé #RunTheSpring, où musique et sport combinent pour motiver les runners à courir toujours plus vite, à la sortie de l’hiver, et défier le compositeur italien, Vivaldi.

L’hiver est souvent la saison du laisser-aller, où la neige, le froid, la pluie et le vent rendent
le running impraticable et donne à tous de très bonnes excuses pour ne pas sortir.
Le printemps étant de retour avec ses témpératures à la hausse et son ciel découvert, il est temps de se remettre à la course et de retrouver son rythme.

Quoi de mieux qu’un défi pour s’y remettre ?
INTERSPORT, avec son agence Les Gaulois et en collaboration avec Nike, lance #RUNTHESPRING, une opération digitale encourageant les français à la reprise de la course à pied.

Pour accomapgner ce défi, Intersport s’est adjoint les services de Nömak, DJ du collectif français Point Point pour remixer le morceau du Printemps de Vivaldi – qui dure 5 minutes 25 – afin de le rendre motivant pour les runners. Le défi pour les runneurs est simple : « Quel coureur pourra courir 1 km avant la fin du morceau et ainsi battre Vivaldi ? »

COMMENT ÇA MARCHE ?

Le runner est en tenue de sport et prêt à courir, doit réaliser les étapes suivantes :

  1. Il accède et écoute la musique remix du « Printemps » de Vivaldi
    sur les plateformes de musique via le site INTERSPORT [4].
  2. Il lance son application de running.
  3. Il court 1km avant la fin du morceau.
  4. Il partage sa performance sur http://www.intersport.fr/runthespring
    [5]
  5. Il bénéficie instantanément de – 20% sur la gamme running Nike
    chez INTERSPORT et il participe à un tirage au sort pour gagner une des
    100 paires de Nike Pegasus 33.

Le film #RunTheSpring, qui aura lieu du 25 Avril au 14 Mai, sera médiatisé sur les réseaux sociaux d’INTERSPORT et sur les réseaux d’influenceuses présentes dans la vidéo comme Elodie Clouvel, vice-championne olympique de pentathlon moderne, Mademoiselle Run et Runchic.

Cette activation, qui sort un peu des chemins classiques de communication des annonceurs en mêlant pratique physique et musique, vient à valoriser l’offre produit chez Intersport, tout en s’adressant à une cible de pratiquants de running. « La dimension relationnelle est très importante pour notre enseigne qui a toujours misé sur la proximité pour satisfaire au mieux les sportifs. » a déclaré Emmanuelle Bahuaud, Directrice Commerciale, Marketing & Digitale d’Intersport France. 

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