Kasabian & Darren Bent aux commandes d’une équipe de football

Pour faire la promotion du catalogue de jeux vidéos disponibles sur le Xperia Play (Pro Evolution Soccer 12, Real Football et FIFA 12 à partir du 1er décembre), Sony Ericsson a mis en oeuvre un dispositif ingénieux avec Umbro, l’équipementier de la sélection anglaise de football, Darren Bent, l’attaquant international anglais et Tom Meaghan, le chanteur du groupe Kasabian que l’on sait être grand fan de football devant l’éternel.

Le chanteur et le joueur étaient chacun muni d’un Xperia Play et ont pris les commandes d’un match de football à 5, en indiquant les commandes de jeu en temps réel aux joueurs sur le terrain. En effet, chaque bouton du téléphone était associée à une commande vocale que pouvait entendre les joueurs équipés d’oreillette. C’est la première fois qu’un match de football se déroule de la sorte, traduisant le claim « Football Gaming Live » tout en offrant à Sony Ericsson une belle visibilité et une image de marque innovante.

Au final, tout le monde ressort gagnant de cette opération puisque Kasabian en profite pour faire la promotion de son nouvel album, Velociraptor!, puisque l’un de ses titres Re-Wired est la bande son de la vidéo. Pour Umbro, l’équipementier certes discret dans la vidéo ci-dessous, ce match de football à 5 inédit s’inscrit dans la lignée des opérations innovantes proposées par la marque comme le lancement du maillot extérieur de l’équipe nationale avec le boxeur David Haye ou encore la production du maillot de Manchester City. Finalement, Sony Ericsson réussit parfaitement à démontrer la signature « Football Gaming Live » à travers ce match de football où réalité et virtuel ne font plus qu’un.



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