Changement de balles pour Sony à Wimbledon

Sony, qui vient de signer comme partenaire officiel 3D du tournoi de tennis du Grand Chelem de Wimbledon (qui commence aujourd’hui) a décidé de remettre au goût du jour sa publicité « Balls », sortie dans le cadre de la promotion du téléviseur Bravia.

La publicité, qui vous retrouverez ci-dessous, fait la promotion de la diffusion des matchs en 3D, diffusion qui aura lieu le dernier week-end du tournoi.

Le spot, créé par Crayon, promet une expérience unique de Wimbledon, illustrée par la signature « Wimbledon as you’ve never seen it before ». En effet, comme expliqué au-dessus, le dernier week-end du tournoi sera diffusé en 3D, une première en 125 ans d’existence!

En plus de ce film publicitaire (diffusé sur les médias sociaux par l’agence Unruly), Sony sera aussi présent en print, sur le terrain avec un lâcher de 10 000 balles brandées, du nom du site de la marque pour le tournoi du Grand Chelem. Le site est en fait la plateforme du jeu de piste en ligne Bounc3d organisé par Sony. La marque a, pour l’occasion, dissimulée quelques milliers de balles de tennis virtuelles sur Internet et sur Facebook.

L’objectif est simple : trouver un maximum de balles afin de gagner l’un des lots mis en jeu et bien évidemment le gros lot composé de places pour la finale femmes, une PS3 avec Virtual Tennis et une TV Sony Bravia 3D, rien que ça! (petit bémol, il faut être résident UK pour gagner…)

Sony démontre à nouveau son envie d’utiliser le digital de manière innovante dans ses actions en marketing sportif. Après le partenariat avec FourSquare lors de l’Open Sony Ericsson, la marque remet le couvert avec cette activation très digitale. Néanmoins, il est dommage de voir que le film publicitaire est une reprise d’une création existante et on aurait pu attendre plus de nouveauté de la marque, mais bon au final, le tout est plutôt bien fait!

35 Commentaires

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