La camiseta de todos va bientôt arriver…

Article écrit par Maxence Karoutchi (@karoutcm), premier auteur invité sur Sportsmarketing.fr:

Aujourd’hui, adidas va officiellement dévoiler le nouveau maillot de la sélection Argentine à 18H (heure française).

Ce maillot dont le design a été spécialement réalisé pour la Copa América 2011 qui aura lieu en Argentine, portera le nom de « la camiseta de todos » (le maillot de tous).

Côté design, adidas promet un changement puisqu’à la différence des derniers, ce nouveau maillot ne s’inspirera pas du design des maillots à succès de 78 et 86 (victoires Argentine en Coupe du Monde), la nouveauté viendra notamment du nouveau design du blason de la AFA (Asociación del Fútbol Argentino) qui sera identique à celui que l’on peut voir sur le nouveau ballon adidas SpeedCell AFA qui a été présenté en Décembre.

Jusqu’ici rien de très innovant, mais côté digital, adidas a mis en place une action d’un nouveau genre, jamais effectuée en Argentine, voire même dans le monde entier…

En effet, pour créer le buzz autour du lancement du nouveau  maillot, adidas a mis en place un site internet, lacamisetadetodos.com, sur lequel il est possible, depuis le 21 Février, de voir apparaître progressivement le maillot (au moment de la rédaction de l’article le maillot était visible à 88,7%).

En plus de permettre aux internautes de découvrir jour après jour de nouveaux détails du maillot, adidas leur offre la possibilité de participer à sa « conception » en « donnant des coups d’aiguilles » et de faire partie du jeu concours pour gagner 1 des 20 maillots en s’enregistrant sur Twitter et/ou sur Facebook. En se connectant sur l’un des deux réseaux sociaux, les internautes peuvent, tout au long de l’action, accumuler des points et monter au sein d’un classement.

De plus, adidas a mis en place un hashtag spécial (#lacamisetadetodos) pour l’événement afin de suivre l’évolution, et pour faire part à ses contacts de son implication dans cette action, il est également possible  d’envoyer des messages de soutien qui seront par la suite affichés sur la page Facebook d’adidas AFA.

adidas avait déjà effectué plusieurs actions sur Facebook, notamment sur la page Facebook adidas AFA, mais en se contentant de réaliser des jeux concours, notamment pour le lancement du nouveau ballon (speedcell afa). Cependant, avec cette action, adidas a passé un cap quant à l’utilisation d’une stratégie digitale puisqu’elle s’appuie sur la participation des internautes et sur l’intégration totale de Facebook et Twitter afin de profiter de la viralité qu’offrent ces plateformes et générer un buzz plus puissant autour du maillot.

Grâce à cette action, adidas se positionne comme le partenaire de la sélection du pays organisateur, et en nommant le maillot la camiseta de todos adidas, adidas appelle au sentiment d’appartenance et à la participation des argentins.

De son côté, pour marquer les esprits et prendre le devant sur adidas, Nike a présenté officiellement le nouveau maillot de sa sélection phare (le Brésil) pratiquement 1 mois avant la présentation officielle d’adidas pour la sélection Argentine (quasiment en même temps que le nouveau maillot de l’équipe de France). A la différence d’adidas, Nike avait pour sa part choisi de maximiser autour du match France-Brésil qui fut l’action choisie pour présenter officiellement le maillot de la sélection Brésilienne.

En parallèle, Nike a voulu maintenir sa présence dans les médias. Aussi, quelque temps après avoir présenté le nouveau maillot de la Seleçao, la marque a annoncé l’organisation d’un concours de design ouvert aux designers des différents pays participant à la copa America 2011, pour la construction d’un centre social à Buenos Aires pour la liga FOS (association qui a pour but le développement social au travers du foot.)

Cependant des fuites sont apparues depuis samedi dernier et plusieurs photos des nouveaux maillots ont pu être vues sur différents blogs, ce qui a atténué le buzz généré autour de cet événement.

Pensez-vous que ce genre d’action devrait être répété prochainement, ou bien, compte tenu des fuites possibles, serait-il plus stratégique, comme le fait actuellement le VfLWolfsburg, de proposer aux supporters de voter, parmi plusieurs maillots qui leur sont présentés, pour celui qui sera celui de la saison 2012-2013 ?

Merci à @diegosilber pour son aide

66 Commentaires

  1. Eric,
    Je vis à Buenos Aires depuis pratiquement 2 ans, et j’ai obtenu cette information le 22 février, par Diego Silber. (comme vous pouvez le consulter sur ma TL Twitter).
    Les infos externes obtenues pour la réalisation de l’article viennent de Diego (auteur du blog marcadegol).

    Après la présentation en directe sur facebook, adidas propose d’essayer le nouveau maillot via facebook http://twitpic.com/452nay / http://apps.facebook.com/camisetaarg/

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