The North Face célèbre la pluie avec sa nouvelle rain jacket et une chanson, en collaboration avec Spotify

La marque The North Face collabore aujourd’hui avec la plateforme musicale Spotify pour offrir une chanson qui ne peut s’écouter uniquement dans une ville où il pleut.

Collaboration insolite, ce projet est en réalité une activation mise en oeuvre dans le cadre de la campagne « Seek No Shelter » qui fait la promotion de la « rain jacket » Apex Flex GTX. A travers l’utilisation d’une technologie de géolocalisation, la chanson du groupe White Denim – qui parle de pluie – deviendra disponible sur Spotify aux Etats-Unis, dans les villes où il pleut. 

Les internautes peuvent aussi visiter le site pour débloquer ce single et écouter la playlist « Rainy Day », créé par les équipes de The North Face. Cette campagne sera soutenu par un dispositif publicitaire qui ira du print au digital en passant par les réseaux sociaux, sans oublier l’affichage out-of-home. 


Le groupe White Denim, auteur de la chanson « Rainy Day », jouera cette chanson en direct ce Jeudi 16 Mars, au Fader Fort, à Austin, lors de la conférence SXSW, qui rassemblera une communauté de « digital native » et fans de musique puisque cette conférence mélange discussions et concerts de musique. La scène sera transformée pour l’occasion en une expérience sensorielle voire même climatique en recréant un oeil du cyclone durant la performance live du groupe. Les fans pourront eux aussi participer à cette expérience sensorielle puisque tous les éléments sonore et de décor seront modifiés pour intégrer des bruits de tempête et le vent et les odeurs typique de cette condition climatique.  

« Toute notre campagne est basée sur l’idée que les conditions climatiques changeantes et compliquées ne peuvent être tolérées, puisqu’elles font partie de la magie de la vie outdoor » a déclaré le Vice President Marketing de The North Face, Tom Herbst. « Pour cette campagne, nous voulions changer la perception du public face à la pluie – comme un élément contre lequel il ne faut pas se cacher mais au contraire célébrer. Dévoiler une chanson uniquement en cas de pluie est changer réjouir, inspirer et on l’espère imiter cette sensation d’excitation et d’anticipation quand vous vous rendez dans la nature. »


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