Nike – Snow Day

Après le changement d’heure et l’arrivée des journées plus courtes, synonymes d’hiver, Nike dévoile sa dernière campagne, « Snow Day » pour la promotion de ses tenues de sport faites pour le froid et l’hiver.

La neige et le froid sont souvent synonymes d’arrêt de la pratique sportive extérieure, mais Nike décide de prendre le contrepied en invitant les sportifs et le public à prendre possession des lieux extérieurs, rappelant ainsi l’insouciance de l’enfance.

Avec son casting de superstars incluant le joueur des New England Patriots, Rob Gronkowski, le fantasque Odell Beckham Jr., les footballeuses Carli Lloyd et Sydney Leroux, le basketteur Paul George et la tenniswoman canadienne Eugenie Bouchard, Nike offre une publicité parfaitement produite qui se termine sur une partie de football américain improvisée…

https://www.youtube.com/watch?v=o2P5E7cFt9s

Cette publicité marque donc le début de la campagne Nike pour sa gamme « Winter Training ». Soutenue et accompagné par le malin hashtag #GetOutHere, la campagne a été lancée sur les réseaux sociaux de la marque et des athlètes générant plus d’1.3 million de vues sur Facebook et plus de 22 000 retweets sur Twitter dans les 6 heures qui ont suivi son lancement.


En plus du lancement sur les réseaux sociaux, Nike a réalisé plusieurs dispositifs, sur le digital et l’autre « in real life » comme on a l’habitude de le dire dans le métier.

En digital, Nike a placé des publicités sur l’application mobile de « The Weather Channel », offrant des recommendations de produits en fonction de la météo d’une ville ou région donnée. S’il fait froid la nuit par exemple, la publicité va suggérer la veste reflective Nike Shield Flash Max et/ou le maillot Pro Core Compression. La publicité dans l’application va ensuite renvoyer le visiteur vers le site Nike.com où se passe l’achat. Ce dispositif média, en ligne avec la thématique de la campagne, a donc pour objectif direct de générer des ventes, surtout quand on sait la place grandissante de Nike.com dans les revenus globaux de Nike (aujourd’hui Nike.com représente 1 milliard de revenus et les projections de Nike seraient de 7 milliards pour 2020).

D’un point de vue événementiel, pour le lancement de la publicité qui a eu lieu lors du match New England Patriots vs. Miami Dolphins jeudi dernier, Nike a commandité une sculpture de glace du géant Rob Gronkowski et l’a placé à l’extérieur du Gillette Stadium, juste à côté du hashtag de la campagne.

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Pour finir, Nike a aussi réalisé deux Vines, en collaboration avec Zach King, l’un des plus grands « Viners » de cette planète, pour démontrer comment les athlètes ne font qu’un avec leur environnement.

Alors que certains analystes voient « Snow Day » comme l’une des 5 meilleures publicités de tous les temps de la part de Nike, il faut relativiser l’impact d’une telle production sur le marché européen de par l’absence d’ambassadeurs et athlètes connus des jeunes qui auraient pu permettre à ce contenu de rayonner encore plus. Néanmoins, l’intégration du hashtag #GetOutHere dans les communications de la marque en France sur le running devraient garantir un succès certain du dispositif auprès d’une cible de fidèles.

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