Nike dévoile les Nike GS2 sur Twitter

Après le lancement des nouvelles F50 par adidas, Nike vient d’annoncer le lancement d’une nouvelle génération de chaussures de football, les Nike GS2.

La Nike GS2 est la chaussure la plus légère, la plus rapide à produire et la plus « eco-friendly » jamais réalisée par la marque au swoosh. La chaussure est construite à partir de matériaux recyclés afin de réduire l’impact environnemental mais aussi de réduire le poids, pour atteindre un poids de 160 grammes.

Optant pour un traditionnel duo de couleurs, noir et blanc, la chaussure arrive quand même à sortir du lot avec les symboles de la nouvelle technologie de la marque, All Conditions Control (ACC), un traitement appliqué aux couches supérieures pour offrir le même confort aux joueurs, indépendemment des conditions météorologiques.

Néanmoins, l’élément intéressant de ces chaussures n’est pas le produit en tant que tel mais son lancement, orchestré sur les médias sociaux.

En effet, pour lancer les Nike GS2, la marque de Beaverton a décidé d’utiliser la plateforme de micro-blogging, Twitter, pendant la soirée de Ligue des Champions. A travers ses différentes comptes internationaux (@nikefootfrance pour nous), la marque a mobilisé sa communauté pour identifier la #GS2SQUAD (rien à voir avec les G-Squad je vous rassure), sa team d’ambassadeurs, qui porteront désormais la chaussure.

Chaque joueur devait donc être trouvé après une série de 3 indices posées par la marque, qui dévoila petit à petit le key visual de la campagne.

Le premier tweet de Nike sur la #GS2SQUAD pour lancer l’opération

 

 

Un indice pour le premier joueur, Mario Götze du Borussia Dortmund

 

L’apparition de Götze dans le key visual

 

 

Et ainsi de suite pour les 5 autres joueurs de la team #GS2SQUAD, composée donc de Raheem Sterling (Liverpool), Eden Hazard (Chelsea), Mario Götze (Borussia Dortmund), Theo Walcott (Arsenal), Cristian Eriksen (Ajax) et Stefan El Shaarawy (Milan AC), rassemblé dans un key visual décomposant une démi-volée (un choix artistique qui n’est pas sans rappelé le time-freeze de la marque Jordan pour le lancement de la nouvelle chaussure de Chris Paul).

Au final, ce dispositif a permis à la marque de générer 148 tweets pendant une période de 2h durant la soirée de mercredi, pour environ 275 000 impressions sur la France uniquement.

Seul bémol dans cette opération à mon goût, sa période d’activation qui est extrêmement courte (quelques heures seulement) qui fait de ce lancement un épiphénomène 2.0. Personnellement, j’aurai essayé de valoriser la jeunesse de ces joueurs et l’avenir qu’il représente et créer un parallèle avec ses chaussures à base de matériaux recyclés, qui doivent devenir l’avenir de la production de chaussures.

Maintenant, reste à voir si ce dispositif de lancement aura un impact sur les ventes du produit (pré-commande dès le 23, livraison à partir du 1er décembre).

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