Orange lance Le Match Qui Compte

Pour la 5ème journée de championnat de Ligue 1 qui aura lieu ce week-end, les 12, 13 et 14 septembre, Orange met en avant un dispositif digital pour promouvoir son application mobile autour de la Ligue 1 et son service associé.

Pour communiquer sur ce service, la marque a réalisé dix bandes-annonces en dramatisant chaque rencontre à la manière de 10 « clasicos », reprenant les codes des gros blockbusters de cinéma.

Jusque-là réservée aux clients mobile Orange, l’application Ligue 1 est pour cette nouvelle saison disponible à l’ensemble des détenteurs de smartphones ou de tablettes Apple et Android : tous les clients titulaires d’un compte sur l’App Store ou le Play Store peuvent souscrire le service depuis l’application. Les clients Orange, de leur côté, continueront de bénéficier de tarifs préférentiels.

Les amateurs de foot ont la possibilité d’interagir pendant le match grâce au player vidéo interactif (permettant de revivre tous les buts, revoir un ralenti, ou consulter des statistiques, par exemple) mais également accéder à un fil d’information en continu (timeline de l’application).


Viennent s’ajouter : un accès au multiplex pour savoir ce qu’il se passe sur les autres terrains de Ligue 1, un tableau statistique pour tout analyser en détail, des informations en temps réel, et un suivi des scores…

Une fois les directs terminés, de nouvelles fonctionnalités viennent enrichir l’expérience utilisateur avec l’accès à de nombreuses vidéos (conférences de presse, interviews) et la possibilité de partager et de commenter les actualités sur les réseaux sociaux via Facebook et Twitter, en utilisant le #LeMatchQuiCompte



Cette activation permet à Orange de valoriser et démontrer encore l’étendue de ses droits dans le football français où on a maintenant l’habitude de penser que beIN Sports et Canal+ ont trusté les droits média. Mais Orange détient toujours les droits mobile de la Ligue 1 et cherche à travers cette campagne à montrer que l’étendue de ses droits permet à chaque fan de football en France de suivre #LeMatchQuiCompte chaque week-end sur l’application Ligue 1, disponible maintenant à tous. De plus, en « packageant » son offre avec des données enrichies, Orange souhaite devenir le second écran pour tous les fans de football .

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