Quand le PSG part à la conquête des Etats-Unis

Pendant l’été avant de reprendre le championnat, les joueurs du Paris Saint-Germain sont partis aux Etats-Unis pour un stage de préparation et différents matchs contre d’autres équipes européennes pour l’International Champions Cup. C’était également l’occasion de faire un numéro de charme aux américains et aux partenaires locaux.

C’est la 2ème fois que le PSG organise une tournée américaine et pour l’édition 2016, c’est la ville de Los Angeles qui a été choisie. Entre 2 balades à vélo en bord de mer à Santa Monica et en plus des entrainements et des matchs organisés dans le cadre de l’International Champions Cup, les joueurs ont participé à différentes opérations mises en place par les partenaires du club.

EA Sports a organisé un tournoi de FIFA17 (sortie prévue en septembre) auquel ont participé David Luiz et Layvin Kurzawa. Ces derniers ont joué contre des influenceurs locaux et Louis Tomlinson, membre du groupe One Direction. Le fabricant de pneus indonésien Achilles a profité de la présence des joueurs pour organiser une expérience inédite, tester la concentration de Lucas Moura, d’Adrien Rabiot et de Grzegorz Krychowiak alors qu’ils font des jongles et des tricks. Le pilote, Michael Essa, champion du monde 2013 de Drifting, a tenté de les déconcentrer en faisant des manœuvres impressionnantes. Le résultat a été filmé et promet de belles images et sera un contenu exclusif qui permettra au partenaire du club de communiquer.

Unique stunts in Long Beach yesterday by @achilles_radial with @lucasmoura7 #parislovesus #teamachilles

Une photo publiée par Paris Saint-Germain (@psg) le

Ce voyage a également été l’occasion pour le club d’annoncer un nouveau partenaire : la bière Budweiser. S’il est simple de communiquer autour de ce partenariat aux Etats-Unis, ce ne sera pas chose facile en France à cause de la loi Evin qui interdit de faire la promotion d’une marque d’alcool. Quid également de la bière qui sera proposée à la vente au Parc des Princes puisque celle-ci doit être sans alcool.

Côté communication, le club n’a pas lésiné sur les moyens et notamment sur ses différentes plateformes digitales. Le club a mis en place un hashtag dédié à cette tournée américaine : #ParisLovesUS et l’utilise à chacune de ses publications. Le PSG partage de nombreux contenus mettant en avant des fans, les joueurs, les coulisses et des personnalités qui portent le maillot du club comme Patrick Dempsey, Louis Tomlinson, Arsène Wenger… Le plus, les joueurs n’ont pas manqué de partager toutes leurs expériences sur leurs plateformes, des millions de personnes ont donc été touchées par les publications liées à la tournée américaine du PSG.

@patrickdempsey holding a @psg jersey during the game against Leicester ! #ParisLovesUS

Une photo publiée par Paris Saint-Germain (@psg) le

De nombreux contenus vidéo ont été publiés sur le site internet du club, un moyen de faire vivre le voyage aux fans et de montrer les coulisses de la tournée.

Le club a profité de ce voyage pour dévoiler le nouveau maillot away que porteront les joueurs du PSG pour la saison qui débutera le 12 août face à Bastia. L’opération séduction du Paris Saint-Germain à Los Angeles est une réussite, tant en termes de business que de communication !

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