The Power of Football par Powerade

La consommation du football évolue énormément. Nous étions avant dans un modèle ultra individualiste (chacun devant son écran) et sommes passés à une consommation sociale grâce à la multiplication des points de diffusion, notamment avec les bars & co.

Aujourd’hui, avec le digital et les médias sociaux, la manière de vivre le football change totalement. Je parlais dans un article des deux innovations de la rentrée (L’Equipe United & Bantr) qui vous permettront de suivre un match de football autrement, avec vos amis proches ou d’autres fans de votre équipement, afin de démontrer votre supériorité en terme de connaissances. Plusieurs études ont démontré que Twitter devient le second écran lors d’un match de football car facile à utiliser avec ses proches pour commenter en direct un match.

En partant de ce postulat, Powerade, la boisson nutritionnelle du groupe Coca-Cola, a développé The Power of Football, sa campagne durant la Copa America. The Power of Football est en réalité est une infographie en direct de tous les matchs de la compétition, regroupant tous les tweets du matchs. Cela permettait donc aux utilisateurs de suivre chaque minute les réactions du grand public et de lire leurs commentaires lors des moments clés du match (but, avertissement, chanegement, arrêts de jeu, etc.).

La vidéo ci-dessous est beaucoup plus parlante que mon texte et montre que cette campagne est vouée à être dupliquée par d’autres annonceurs, à la recherche d’une expérience de marque différenciante dans le digital.

Qu’en pensez-vous? Avons-nous besoin de toutes ces statistiques lors d’un match?

[youtube]http://www.youtube.com/watch?v=QI8lOI3Rg1s[/youtube]

 

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