Le lancement du nouveau maillot de l’équipe de France de rugby, un beau loupé

Beau loupé de la part de Nike pour le lancement du maillot de l’équipe de France de rugby pour la Coupe du Monde.

Nike devait révéler le nouveau maillot de l’équipe de France aujourd’hui sur facebook et la marque avait même créé un Event sur facebook annonçant le lancement entre 8h00 et 11h00 aujourd’hui. Belle tactique pour gagner du fans, déjà expérimentée lors du lancement du nouveau maillot de l’équipe de France de football.

Mais la marque a décidé de faire autrement puisqu’elle a posté 3 photos sur la page facebook Nike Rugby dans la nuit (cf. photo ci-contre et l’heure approximative de publication des photos – j’ai pris le screenshots à 9h45 ce matin).

Et au grand bonheur des fans de sa page, Nike a publié la vidéo de présentation du maillot comprenant des mots d’Ouedraogo, Harinordoquy, Skrela, Medard et le capitaine Thierry Dusautoir sur L’Equipe.fr!!

Alors, après les goûts et les couleurs ne se discutent pas, mais il semblerait que le maillot domicile ne fait pas l’unanimité et que la marque aurait déjà commencé à supprimer quelques commentaires…

Je comprends la nécessité de faire du traffic et des vues mais quel est l’intérêt de poser les fondations d’un dispositif sur facebook si c’est pour au final passer par des canaux traditionnels? Quel est l’objectif de la marque de vouloir créer du lien et une relation via les médias sociaux pour au final « trahir » ses fans en leur apportant 0 contenu?

A l’inverse du football où Nike avait démontré toute la palette du marketing sportif avec le lancement du maillot de l’équipe de France en grande pompe avec film, print, conférence de presse, diffusion en live sur facebook, pour le rugby, on retombe dans un dispositif fade et vide pour un sport de plus en plus populaire et une équipe qui va disputer une Coupe du Monde dans quelques mois…

Si quelqu’un de Nike Rugby traine dans les parages, je serai ravi d’échanger sur le sujet…

La vidéo du lancement :

Le maillot domicile

Le maillot extérieur :

Retrouvez tous les maillots de rugby sur maillotsdesport.fr

51 Commentaires

  1. Belle analyse l’ami !
    Ils se sont effectivement bien loupé mais je pense que c’est l’exclu promise à L’Equipe qui les a obligé à anticiper le tout.
    A vouloir courir plusieurs lièvres à la fois, on perd sur tous les tableaux !

  2. Oui, ça fait beaucoup en très peu de temps.
    Comment un supporter peut-il se reconnaître dans cette communication qui tient plus du branding que de la valeur d’un maillot.

    Je pense bien entendu aux Australiens qui communiquent rugby autour des valeurs de ce sport : http://youtu.be/JfJDfU-NW8U

    Renaud (www.rencontresaxv.fr)

    • La communication autour du maillot des Australiens par Qantas est plus dans la lignée de l’univers rugby et d’une Coupe du Monde, dommage de voir que Nike a écidé de la jouer petit bras…

  3. Après le maillot de l’équipe de France de foot qui n’est pas vraiment terrible, voilà le maillot de l’équipe de France de rugby qui est encore pire, les commentaires y vont sans relâche depuis son annonce, je sais en tout cas qu’il ne fait pas l’unanimité au sein de mon groupe de pote de l’ileps. A ce demander si Nike à décidé de rendre nos joueurs ridicule. Je ne sais pas ou ils prennent leurs lignes créatives, mais même quelqu’un sans aucune connaissance pourrait faire la même chose !

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