Une star de la MLS va signer des autographes sur Google+

La Major League Soccer est sur le point d’offrir un cadeau unique à ses fans ce lundi : un autographe digital ou Digital Signing d’un de ses joueurs, le milieu star des Portland Timbers, Darlington Nagbe.

En effet, au cours d’un Google+ Hangout qui aura lieu ce lundi à 17h Eastern Time, soit 1h du matin cette nuit, Darlington Nagbe réalisera une séance d’autographes durant laquelle les fans recevront une photo digitale signée du Rookie of the Year de la saison 2011. Nagbe, qui fait partie des « 24 en-dessous de 24 ans », répondra aussi aux questions des fans durant ce Google+ Hangout.

Ce « digital signing » sera réalisé via une tablette sur laquelle Nagbe y apposera sa signature. La photo sera alors envoyée par email aux participants du Google+ Hangout. Néanmoins, comme le précise Chris Schlosser, Vice Président Digital de la MLS, cet autographe ne remplace en aucun cas le fameux autographe physique mais rend le partage beaucoup plus facile avec ses amis et sa famille en ligne. A noter que la NFL avait réalisé quelque chose de similaire après la Draft du mois d’avril mais la MLS est bel et bien la première à réaliser un digital signing via Google+.

HalftimeHangoutCet événement fait partie des efforts de digitalisation entrepris par la MLS. La semaine dernière, les fans ont posté des photos sur la community page de la MLS avec un hashtag dédié afin d’être sélectionné pour le Hangout de ce soir. La MLS n’est pas vierge d’activités sur Google+ et sur les médias sociaux, ayant déjà organisé des Hangouts auparavant comme celui fait lors de la mi-temps du All-Star Game, mais ce sera bien la première fois qu’elle fera un Digital Signing avec l’un de ses athlètes.

Pour la MLS, confirmé par Chris Schlosser, les médias sociaux servent à prolonger la connexion avec les fans et les beaux résultats proviennent du fait que certaines figures importantes de la Ligue, comme le Comissionner Don Garber, aussi appelé « Digital Don » (il a 30k followers sur Twitter et a fait son discours annuel durant un Hangout sur Google+), sont très actifs sur les plateformes social media. Pour guise de comparaison, l’un des hommes les plus puissants de la planète sport business, David Stern, Commissionner de la NBA, n’a pas de compte Twitter et il se dit que son homologue à la MLB (Major League Baseball) n’a tout simplement jamais envoyé de mails ! Nous parlons là de ligues et de sport au long passé et à la longue histoire aux USA, pour un sport comme le football et une ligue comme la MLS qui a débuté en 1996, les médias sociaux et le digital sont un must pour émerger aux USA.

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