Roger Federer en père de famille pour Mercedes-Benz

On connaissait Roger Federer, la légende et icône du tennis.

On connaissait Roger Federer, la célébrité internationalement reconnue.

Mercedes-Benz nous présente aujourd’hui Roger Federer, le père de famille, pour la promotion de l’US Open dont la marque est partenaire depuis 2010 et de la Mercedes GL550, le tout nouveau produit de Mercedes sorti aux Etats-Unis cette année.

[youtube]http://www.youtube.com/watch?v=Qw1CG06I6fs[/youtube]

La publicité a été lancée le 16 août sur la page facebook du tennisman suisse et sur la page facebook de la marque aux Etats-Unis, avant d’être diffusé à la TV, sur CBS, durant l’US Open qui débute le 27 Août prochain.

Ce spot TV est le point d’orgue d’une activation lancée au cours du mois de Juin durant laquelle MBUSA a invité les fans de Roger Federer à choisir les accroches des inserts presse, via les médias sociaux et notamment facebook, qui paraitront dans le New York Times, USA Today, Tennis Magazine et le programme officiel du tournoi. L’accroche gagnante et qui apparaitra donc dans ses supports à forte visibilité sera « Proud Holder of 17 Majors, 75 Singles titles and twin daughters ».

Cette opération a généré plus de 115 000 participations des fans et a permis de recruter près de 100 000 fans supplémentaires pour Mercedes Benz, chiffres confirmés par Bernie Glaser, Vice-Président en charge du Marketing de Mercedes-Benz USA. Comme quoi le User Generated Content le crowdsourcing fonctionnent encore…

Autre contenu lié à l’activation de ce partenariat, le making-of de la publicité, postée le 28 Juin sur la page facebook de Roger Federer et sur celle de MB USA, générant plus de 120 000 interactions et recrutant 98 000 fans pour la marque.

[youtube]http://www.youtube.com/watch?v=2ye047xiQBw[/youtube]

Il y aura un autre spot publicitaire de Mercedes durant l’US Open, cette fois-ci centré sur le véhicule lui-même.

Durant le tournoi, les pages Facebook de Roger Federer et de Mercedes-Benz USA hébergeront du contenu vidéo lié au produit, comme une visite guidée de la voiture par le récent médaillé d’argent aux Jeux Olympiques de Londres.

Au delà du contrat d’ambassadeur avec Roger Federer, Mercedes-Benz USA a lancé une campagne social media « Best Summer » qui invite les fans à uploader leurs photos d’été pour tenter de gagnant la SLK250 Roadster en lease mais aussi 2 tickets en loge VIP pour l’US Open et 4 supplémentaires pour des fans habitant la région de New-York.

Même si le portefeuille sponsoring de Mercedes-Benz USA est dominé par son contrat de naming de l’arène de l’équipe de New Orleans en NFL (Mercedes-Benz Superdome), il semblerait que cette année, l’US Open soit traité à sa juste valeur avec une activation intéressante de la part du constructeur automobile allemand, activation centrée autour de son super ambassadeur, Roger Federer, levier marketing de choix pour assurer les ventes de son nouveau SUV, le Mercedes GL550.

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