#SmashTheSilence d’adidas avec Novak Djokovic

C’est dans la continuité de sa campagne #SmashTheSilence qu’adidas, partenaire chaussure de Novak Djokovic, lance une action interactive à l’occasion de l’US Open.

Dans une vidéo de lancement, Novak Djokovic est mis en scène et ne semble pas satisfait des images filmées. Il en appelle alors à ses fans pour l’aider à produire une meilleure vidéo.

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L’interaction entre les fans du tennisman et la marque adidas est l’objectif principal puisque pour participer, il faut s’abonner aux comptes @adidasTennis et @DjokerNole, sur Twitter ou Instagram, pendant les matchs de Novak Djokovic à l’US Open. L’internaute doit poster un contenu photo ou vidéo sur l’un ou l’autre des réseaux sociaux avec le hashtag #SmashTheSilence. Les internautes proposant les meilleures photos et vidéos seront sélectionnés pour participer au film avec Novak Djokovic.

Novak Djokovic s’adresse directement à ses fans, qui sont très importants pour lui : « Je peux toujours compter sur les fans de tennis qui sont incroyables et qui créent une ambiance sur ​​le court et en dehors. Leur soutien m’aide à me sentir plus puissant dans les moments critiques. C’est pourquoi je suis impatient de leur montrer ma gratitude avec des images spéciales pendant l’US Open. »

Le Serbe, n°1 mondial compte remporter son 8ème tournoi du Grand Chelem. Son image et ses performances sportives font de lui un ambassadeur de qualité pour ses partenaires.

adidas communique autour de sa marque et de Novak Djokovic, un de ses ambassadeurs tennis. L’US Open est l’occasion pour la marque de capitaliser sur sa campagne #SmashTheSilence que l’on a déjà pu voir à l’occasion de Roland Garros. C’est la marque adidas qui est mise en avant, plus qu’un produit (Djokovic porte le modèle Barricade d’adidas dans la vidéo et sur les courts). L’image de marque est l’élément central de cette campagne. L’interactivité de cette action de communication permet à adidas de créer de la préférence de marque chez les fans de Novak Djokovic et de tennis en général. Lors des tournois de Grand Chelem, toutes les marques de l’univers tennis s’expriment et il est important de se démarquer pour attirer les clients.

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