« The Solemate Experience » by Le Coq Sportif

Le Coq Sportif poursuit sa stratégie de communication dans le lifestyle. Après avoir lancé début septembre un mini-site dédié au rétro-running, la filiale australienne de la marque française a tenu à créer le buzz autour de la sortie de la nouvelle collection de l’une de leur chaussure star, l’Eclat, sortie pour la première fois en 1985.

Solemate 1

Pour cela, la marque a lancé une opération qu’elle a appelé « The Solemate Experience », s’amusant des modes de l’internet dating et de Tinder, qui modifient les comportements et les relations entre célibataires.

A Sydney, des fans Facebook de la marque ont eu la chance d’être sélectionnés pour venir récupérer un cadeau dans une boutique Le Coq Sportif. Après s’être vu offrir une paire d’Eclat, les sneakers-addicts ont eu la drôle de surprise de sentir leurs chaussures vibrer lorsqu’ils étaient proches d’un(e) potentiel(le) « date ». Les chaussures avaient en effet été préalablement dotées d’un système vibrant par les équipes du Coq Sportif, dans le but de faire réagir les participants et de les faire interagir, une réinterprétation de la plateforme à succès, Tinder.

Solemate 2

Paul Manot, Marketing Manager du Coq Sportif, explique le message de l’expérience :« Une récente recherche a confirmé ce que nous soupçonnions tous : que la communication via un ordinateur ou un téléphone n’offrait pas la même richesse qu’un rendez-vous face à face. Nous voulions donc combattre le monde des rencontres en 2D sur Internet et ramener les célibataires à la 3D, aux rencontres de la vraie vie. »

A l’heure où certains regardent les chaussures de leurs congénères en premier lieu, le message envoyé par la marque ne semble pas si incohérent !

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