Manchester United anime sa panneautique avec Google+

Les matchs entre Manchester United et Liverpool sont historiquement les plus grands matchs de la Premier League. Cette année, le match aura une saveur particulière, déjà sur le terrain puisque les Reds de Luis Suarez jouent pour le titre alors que le Manchester United entrainé par David Moyes réalise une saison plus que moyenne. Mais c’est autour du terrain que ce match, qui aura lieu le 16 mars prochain, sera totalement différent. En effet, pour l’occasion, Manchester United et la plateforme Google+ s’associent pour créer un dispositif fondamentalement innovant et qui va sans doute révolutionner et casser la barrière entre public dans le stade et spectateurs devant leur TV.

Baptisé #MUFrontRow, cette campagne va permettre à des fans internationaux de soutenir et d’encourager leur équipe, à Old Trafford. Pour la première fois dans l’histoire du football, les supporters seront visibles dans la panneautique terrain, grâce aux Google+ Hangouts.

Crystal Palace v Manchester United - Premier League

Pour participer, rien de plus simple que d’envoyer une photo sur Google+ qui montre votre amour, passion et engagement pour United, avec le hashtag #MUFrontRow.

Richard Arnold, le directeur général de Manchester United, s’est exprimé à propos de #MUFrontRow en qualifiant cette initiative « d’une manière innovative et dynamique pour nos fans à travers le monde d’être encore plus proche du club de leur coeur. (…) En travaillant avec Google, nous donnons l’opportunité à nos 659 millions de fans dans le monde d’être au bord du terrain lors d’un des plus grands matchs de la planète, un rêve pour tous les fans de United. »

Richard Arnold a aussi confirmé qu’United « deviendra la première organisation sportive à atteindre 1 million de followers sur Google+ », signe de l’attraction, intérêt et puissance de ce club et de cette marque mondiale.

Premier club sur Facebook et en passe de rattraper son retard sur Twitter & Instagram (les comptes n’ont été ouverts qu’après le départ de Sir Alex Ferguson), Manchester United va utiliser ce match pour affirmer à nouveau sa suprématie dans le football anglais puisque Sky Sports, diffuseur du match, a donné son accord pour intégrer à la retransmission des images des fans dans la panneautique terrain.

Alors qu’United est en mauvaise posture en championnat et en Ligue des Champions, cette activation pourra peut-être booster les performances des joueurs sur le terrain, car il est évident que ce dispositif sera une belle réussite que si Manchester United bat les Reds de Liverpool de Luis Suarez.

Avec l’opération #ICICESTPARIS de Nike et du Paris Saint-Germain, l’activation #MUFrontRow s’inscrit dans cette nouvelle logique et nouvelle utilisation du digital et des médias sociaux, à savoir créer un pont entre le club et ses millions de supporters qui ne peuvent être dans le stade le jour J. Une bonne chose donc pour les fans qui ont la possibilité d’exprimer leur passion avec encore plus de ferveur et pour le club, devenu marque, de créer encore plus de proximité avec sa cible.

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2 Rétroliens / Pings

  1. Manchester United va afficher ses fans sur la panneautique via un Hangout Google+
  2. Google + booste le Real Madrid et Manchester United ! - Blogoergosum

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