Nike demande aux fans de soccer de trouver le slogan de leur équipe nationale

Sébastien en parlait durant le dernier podcast Sport, Blog & Business, les marques emploient de plus en plus les fans dans le cadre de leur activation marketing, que ce soit, adidas avec l’OM ou (concours de design) ou encore Hugo Boss et l’équipe Vodafone McLaren Mercedes F1.

Utiliser le savoir-faire, la créativité, l’intelligence d’un plus grand nombre de personnes est la définition même du crowdsourcing, une réelle tendance dans le monde du web, rendue possible grâce au développement fulgurant des média sociaux, avec des exemples allant plus loin que la sphère du marketing sportif : weareproducteurs.com d’Orange qui se base sur un mode de financement collaboratif dans le cinéma (crowdfunding) ou plus récemment Coca-Cola & Maroon 5 dans le musique, qui est en réalité un exemple de co-création ou co-conception.

Le cas de Nike avec la Fédération Américaine de football (U.S. Soccer) est une très belle illustration de cette pratique, à savoir la co-création ou co-conception. Dans le cadre du match Etats-Unis vs Argentine du 26 mars dernier au New Meadowlands Stadium (stade des NY Giants et NY Yankees), Nike a lancé une campagne « Red All Over » pour inciter les fans à s’habiller en rouge, couleur du maillot de l’équipe nationale, et donc supporter les joueurs qui allaient affronter les collègues de Lionel Messi.

Les semaines précédant le match, Nike a demandé à ses fans de football sur Twitter de créer la devise de l’équipe pour ce match et d’envoyer leurs idées en utilisant le hashtag #redallover. Au final, la marque reçut près de 6 000 réponses chaque jour et le slogan retenu « Indivisible » a été soumis par William Bachmann II d’Orlando (@WBachmann2) puis cousu sur les maillots des joueurs. Au final, Nike a réussi son pari en trouvant un slogan fort tout en rassemblant les fans de football derrière l’équipe nationale pour ce match et a bien évidemment vendu une série limitée du maillot à $90 au lieu des $70 habituels… Pour info, les Etats-Unis ont réussi à tenir en échec l’Argentine 1-1, peut-être que le soutien des fans a du jouer…

Le cas en image

J’ai hâte de voir cette opération arriver en France pour le maillot de l’équipe de France, cela s’inscrirait parfaitement dans la lignée de l’activation France-Brésil où l’équipementier a permis aux internautes d’envoyer leurs messages de soutien aux Bleus sur Facebook, messages qui ont été par la suite retransmis sur les panneaux au bord du terrain.

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