Le Trophée des Champions en réalité augmentée

Au printemps dernier, les New York Giants avaient permis à leurs fans de « porter » la bague de champion du SuperBowl grâce à une application de réalité augmentée unique en son genre.

Aujourd’hui, les fans de football (le vrai, celui joué en Europe, aussi appelé « soccer » par nos voisins américains) vont pouvoir découvrir le Trophée des Champions comme jamais grâce à une application de réalité augmentée.

Le Trophée des Champions, qui se jouera le 28 Juillet 2012 à la Red Bull Arena à New York, confronte le champion en titre et le vainqueur de la Coupe de France, soit pour cette édition, Montpellier et l’Olympique Lyonnais. Créé en 1995, le Trophée des Champions s’exporte depuis 2009 dans une logique purement marketing pour la Ligue de Football Professionnel.

Pour cette saison, la Ligue de Football Professionnel a fait appel à Front Row Marketing, une agence de sponsoring et marketing sportif, et Gold Run, l’agence qui a aussi réalisé l’application pour les New York Giants pour réaliser cette première promotion internationale utilisant la réalité augmentée, qui vous permettra donc de vous prendre en photo avec le trophée et de partager ce cliché sur vos réseaux sociaux (Facebook ou Twitter) ou de l’envoyer par mail à un ami. Comme toute application de réalité augmentée, tout se passe sur votre mobile et il vous faudra donc télécharger l’application Gold Run (disponible sur l’App Store et sur Google Play), trouver la promotion Trophées des Champions New York et tout simplement prendre la photo, et à la clé, des lots à gagner pour les participants et un voyage à New York pour assister au match !

L’application est assez simple au final mais cela suffit pour une première fois, puisque l’utilisation de la réalité augmentée reste encore basique pour le moment et nous n’avons pas encore eu de grande campagne référente dans l’univers du marketing sportif. Néanmoins, il est intéressant de voir que la LFP a décidé d’utiliser de nouvelles plateformes dans sa stratégie de communication pour travailler son image et faire la promotion de ses « produits ».


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