Manchester City diffuse les tweets de ses supporters sur l’écran géant du stade

Durant le match de ce week-end entree Manchester City et Norwich (victoire 5-1 des Citizens), le club de Samir Nasri a décidé de diffuser les tweets des fans sur l’écran géant de l’Etihad Stadium.

Un tweet a été publié, vendredi, du compte officiel du club (@mcfc) avec le message suivant : “The @MCFCGeeks are trying out something cool at tomorrow’s game against @NorwichCityFC. Get involved! #blueview http://twitpic.com/7n1o1q” (« Les geeks de @mcfc sont en train de tester quelque chose de cool pour le match de demain contre @NorwichCityFC. Soyez prêts! #blueview »), et l’image ci-dessous.

Le lendemain, donc hier samedi 2 décembre 2011, le site internet de Manchester City a confirmé que tous les « tweetos » du monde entier pourront participer à l’animation pré & post match en envoyant leurs messages, comprenant le hashtag #blueview, au club qui les diffusera (après modération) sur l’écran géant du stade.

Cette initiative avait déjà été testée lors du match contre Newcastle, le 19 Novembre dernier, où les tweets de 2 comptes, @LessonInPride & @viewfromablue, ont été diffusés sur l’écran géant du stade et dans City Square, une zone réservée aux fans.

Cette fois-ci, Manchester City va beaucoup plus loin que ses rivaux de la Premier League en offrant une fenêtre d’exposition considérable pour ses fans dans le stade. Simple me direz-vous mais intelligent puisque le stade est au coeur de ce sport qu’est le football. Il est le lieu de la pratique et la scène sur laquelle se produisent les 22 acteurs chaque week-end. Il est par conséquent normal que les preuves de cette stratégie digitale et médias sociaux puissent être perçues et prendre vie dans ce lieu bien précis. Cela passe entre autres, par une connexion internet décente pour tous, la promotion de ses présences 2.0 et donc la diffusion de contenu en direct sur les espaces dédiés.

A date, ils ne sont que 3 clubs à avoir passé un cap dans leurs stratégies digitales et sociale, avec le Real Madrid (qui vient de signer avec Cisco pour connecter Santiago Bernabeu), le FC Barcelona, première équipe sportive sur facebook qui vient tout juste de signer un accord avec Tencent lui ouvrant les portes de la Chine, et maintenant Manchester City. On s’y attendait, pas de club français à l’heure actuelle, en tout cas pas à ma connaissance, mais j’espère que cette tendance s’inversera assez rapidement avec la construction des nouveaux stades en vue de l’EURO 2016 (les membres l’Olympique Lyonnais et d’Orange inscrits à la newsletter de Sportsmarketing.fr, si vous me lisez, ce message est pour vous).

Pour Manchester City, ce dispositif Twitter est une brique de plus dans sa stratégie digitale et médias sociaux qui est résolument ancrée dans la création et la fourniture de services et plateformes gratuites pour les fans (puces RFID, application de réalité augmentée pour les fans lors de la victoire en FA Cup, promotions sur FourSquare, etc.) vs une approche payante (campagnes de pubs, etc.). Le club est d’ailleurs le premier à avoir mis de côté l’approche payante d’un abonnement par mois pour accéder au contenu vidéo du club et a préféré signer un partenariat mondial avec YouTube le mois dernier, qui porte déjà ses fruits puisque le club vient d’annoncer les 7 millions de vues sur la chaîne.

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4 Rétroliens / Pings

  1. Manchester City diffuse les tweets de ses supporters sur l’écran géant du stade | Sponsoring Sportif | Scoop.it
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  3. Manchester City diffuse les tweets de ses supporters sur l’écran géant du stade | Sports&VideoGames | Scoop.it
  4. You'll never browse alone | Sportsmarketing.fr - Le Blog du Marketing Sportif

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