NikeiD & March Madness

La saison régulière de NBA va toucher à sa fin mais actuellement, aux Etats-Unis, l'événement majeur dans le monde du basket-ball est March Madness, le tournoi final du championnat universitaire de basket-ball, comprenant 65 équipes et au bout duquel sera décerné le titre de Champion NCAA de l'année. 

C'est le tournoi de tous les espoirs, là où se sont révélés les plus grands joueurs, une vraie mine d'or pour les clubs NBA lors de la prochaine draft. C'est l'un des championnats les plus populaires des Etats-Unis, même si son aura a légèrement diminué du fait que les meilleurs joueurs ne passent plus les 4 ans habituels à leur cursus universitaires (Carmelo Anthony ou LeBron James qui est passé directement du lycée à la NBA).

Le championnat universitaire continue à remplir des salles de 10 000 places (contre 3 500 à 4 000 en ProA française) et qui plus est, à être régulièrement télévisé sur CBS et maintenant sur ESPN. Bref, une combinaison gagnante pour un annonceur cherchant à communiquer auprès d'un public captif composé de jeunes et fans de basket.

C'est ce qu'a fait Nike en lançant une nouvelle publicité pour sa division NikeiD, le système permettant à chacun de créer "sa" propre chaussure. Dans cette vidéo, on retrouve Mike Krzyzewski, alias Coach K, l'entraineur emblématique des Duke Blue Devils, qui se voit obliger de recaler la mascotte et des aficionados de Duke… 
Un bon scénario pour une vidéo virale puisqu'elle rebondit sur l'actualité en proposant un contenu décalé en utilisant une star à laquelle le public peut s'identifier.

42 Commentaires

  1. Haha, excellent!
    Effectivement, ici, aux US, c’est très très suivi comme championnat et je suis impressionné par le niveau. J’ai vu hier une fin de match ouffissime, dans laquelle des paniers improbables ont été marqués, derrière faute et derrière, alors qu’il reste quelques secondes, les mecs ils marquent leur lancer-francs, avec la pression du match à élimination directe, etc… on est loin du championnat de France …

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