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).

37 Commentaires

  1. When some one searches for his necessary thing, so
    he/she needs to be available that in detail,
    therefore that thing is maintained over here.

  2. I am really impressed with your writing skills and also with the layout on your blog.
    Is this a paid theme or did you customize it yourself?
    Either way keep up the excellent quality writing, it’s rare to see a great blog like this one nowadays.

  3. Pretty nice post. I just stumbled upon your weblog
    and wanted to say that I’ve truly enjoyed surfing around your blog posts.
    After all I will be subscribing to your feed and I hope
    you write again very soon!

  4. Hi there i am kavin, its my first time to commenting anywhere,
    when i read this paragraph i thought i could also make comment due to this brilliant paragraph.

  5. hey there and thank you for your info – I’ve definitely picked up something new from right here.
    I did however expertise a few technical issues using this site, as I experienced to
    reload the website many times previous to I could get it
    to load correctly. I had been wondering if your hosting is
    OK? Not that I am complaining, but sluggish loading instances times will very frequently affect
    your placement in google and can damage your high-quality score if ads and
    marketing with Adwords. Anyway I am adding this RSS to my e-mail and can look out for much more of your respective exciting content.
    Make sure you update this again soon.

  6. Hi, after reading this amazing post i am too happy to share my experience here with mates.

  7. Hello! I’m at work browsing your blog from my new iphone 4!

    Just wanted to say I love reading your blog and look forward to all your
    posts! Carry on the outstanding work!

  8. Oh my goodness! Incredible article dude! Many thanks, However I am encountering
    difficulties with your RSS. I don’t understand the reason why I
    am unable to join it. Is there anyone else getting similar RSS issues?

    Anyone that knows the solution will you kindly respond?

  9. May I just say what a comfort to find a person that genuinely knows what they are talking about
    over the internet. You definitely know how to bring
    a problem to light and make it important. A lot
    more people need to read this and understand this side of the story.
    I was surprised that you are not more popular because you most certainly have the gift.

  10. dit :

    Greate pieces. Keep posting such kind of info on your blog.
    Im really impressed by it.
    Hello there, You’ve done an incredible job. I’ll definitely digg it and individually recommend to my
    friends. I am confident they will be benefited from this website.

  11. Hi there! This is my first visit to your blog!
    We are a team of volunteers and starting a new initiative
    in a community in the same niche. Your blog provided us useful information to work on.
    You have done a marvellous job!

  12. I like what you guys tend to be up too. Such clever work
    and exposure! Keep up the terrific works guys I’ve added you
    guys to our blogroll.

  13. Great article! This is the type of info that are meant to be
    shared around the web. Disgrace on the search engines for not positioning this put up higher!
    Come on over and consult with my site . Thanks =)

  14. You are so interesting! I don’t think I’ve read through anything like that before.
    So nice to find someone with some genuine thoughts
    on this topic. Seriously.. thank you for starting
    this up. This web site is one thing that’s needed on the internet, someone with some

  15. You really make it appear really easy together with
    your presentation but I find this topic to be really one thing which I believe I might by no
    means understand. It seems too complex and extremely huge for
    me. I am taking a look forward for your next post, I’ll attempt to get the dangle of it!

  16. Terrific work! This is the kind of info that should be shared around the web.
    Disgrace on the seek engines for not positioning this post upper!
    Come on over and visit my website . Thanks =)

  17. Very nice post. I just stumbled upon your weblog and wished to say
    that I’ve truly enjoyed surfing around your blog posts.
    In any case I’ll be subscribing to your feed and I
    hope you write again soon!

  18. I loved as much as you’ll receive carried out right here. The sketch is attractive, your authored
    subject matter stylish. nonetheless, you command
    get got an impatience over that you wish be delivering the following.
    unwell unquestionably come further formerly again as
    exactly the same nearly a lot often inside case you shield this hike.

  19. Your mode of describing all in this article is in fact pleasant,
    every one be able to without difficulty understand it,
    Thanks a lot.

  20. I don’t even know how I ended up here, but I thought this post was great.
    I don’t know who you are but definitely you are going to a famous blogger if you
    are not already 😉 Cheers!

  21. This is my first time pay a visit at here and i am truly happy to
    read everthing at alone place.

  22. Hey I know this is off topic but I was wondering if you knew of any widgets I could
    add to my blog that automatically tweet my newest twitter updates.

    I’ve been looking for a plug-in like this for quite some time
    and was hoping maybe you would have some experience with something like
    this. Please let me know if you run into anything. I truly enjoy reading your blog and I look forward to your new updates.

  23. Does your website have a contact page? I’m
    having problems locating it but, I’d like to
    send you an email. I’ve got some creative ideas for
    your blog you might be interested in hearing.
    Either way, great blog and I look forward to seeing it improve over

  24. It’s a pity you don’t have a donate button! I’d
    most certainly donate to this excellent blog! I suppose for now i’ll settle for book-marking and adding your RSS feed to my Google account.
    I look forward to new updates and will talk about
    this website with my Facebook group. Talk soon!

  25. If some one needs expert view concerning blogging and site-building afterward i suggest him/her to pay a quick visit this blog, Keep up the
    fastidious work.

  26. You made some decent points there. I checked on the internet for more
    information about the issue and found most people will go along with your views on this

  27. When someone writes an piece of writing he/she retains the image of a user
    in his/her mind that how a user can know it. So that’s why this post is great.

  28. Attractive portion of content. I simply stumbled upon your site and in accession capital to say that I get actually
    enjoyed account your weblog posts. Any way I will be subscribing on your feeds and even I fulfillment
    you get right of entry to constantly rapidly.

  29. Viagra Y Ciclismo [url= ]online pharmacy[/url] Prix Xenical 120 Mg
    Prix Xenical 120mg Zyban Without Prescription On Clearance
    Will Lasix Help You Pass A Drug Test cialis Female Viagra Sale

  30. Very good blog you have here but I was curious about if you knew of any community forums that cover the same
    topics discussed in this article? I’d really love to be a
    part of group where I can get opinions from other knowledgeable individuals that share the same interest.
    If you have any suggestions, please let me know.

  31. I am not sure where you are getting your info, but good topic.

    I needs to spend some time learning more or understanding
    more. Thanks for excellent information I was looking for this information for my

  32. Wow, marvelous blog layout! How long have you been blogging
    for? you made blogging look easy. The overall look of your
    site is wonderful, as well as the content!

  33. Hey! I know this is kinda off topic but I was wondering which blog platform are you
    using for this website? I’m getting sick and tired of WordPress because I’ve had issues
    with hackers and I’m looking at options for another platform.

    I would be awesome if you could point me in the direction of a good platform.

Laisser un commentaire

Votre adresse de messagerie ne sera pas publiée.