Quilmes Argentine invente le babyfoot connecté

Quilmes Mitigol

A l’occasion du dernier Mondial de football au Brésil, Quilmes, sponsor officiel de l’Albiceleste, l’équipe nationale d’Argentine, a lancé une opération particulièrement originale : des parties de babyfoot à distance et en temps réel opposant les Argentins au reste du monde.

Partant du principe que seulement 23 joueurs furent retenus pour former la future équipe finaliste du Mondial 2014, la célèbre marque de bière gaucha a eu l’idée de permettre à ses compatriotes argentins de représenter eux aussi leur équipe nationale en terre rivale. Quoi de mieux alors pour une marque de bière que d’utiliser un jeu bien connu des bars et des fans de football : le babyfoot.

L’originalité de l’opération ? Les fans n’avaient pas à se réunir au Brésil pour s’affronter mais pouvaient se défier depuis l’Argentine ou le Brésil en étant connectés en même temps sur un demi babyfoot digital. Les rivaux pouvaient alors communiquer grâce à un écran qui retransmettait en temps réel leurs réactions.

Mitigol, une contraction entre metegol (babyfoot) y mitad (la moitié) a donc permis aux supporters des équipes participantes au Mondial de jouer eux aussi un match international. L’équipe qui remportait la partie gagnait… une Quilmes dans l’un des 4 bars accueillant l’opération.

Grâce à cette opération originale d’ambush marketing, Quilmes a activé une nouvelle fois efficacement ses droits comme sponsor de la AFA (la fédération argentine de football) tout en restant fidèle à son slogan « la saveur d’une rencontre ».

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