Unibet et le FC Valence: « Siente la camiseta »

Il y a des matchs qui obligent les équipes à se sublimer, des matchs durant lesquels les joueurs et le public ne doivent faire qu’un face à l’adversaire. C’est dans cet état d’esprit que les joueurs du FC Valence vont aborder leur match face à l’ogre madrilène puisque le club de Jérémy Mathieu (et futur club d’Adil Rami) reçoit ce soir (23 avril 2011) le Real Madrid de Cristiano Ronaldo, Mesüt Ozil et Karim Benzema, dirigé par The Special One, José Mourinho.

Unibet, partenaire maillot du FC Valence, en a profité pour lancer un dispositif digital extrêmement intéressant intitulée « Siente la Camiseta » (en français: « Sens le maillot »).  L’opérateur de paris en ligne a créé une plateforme web et a invité les valenciens et valenciennes à soumettre leurs messages d’encouragements et de soutien aux joueurs de l’équipe. Les 50 meilleurs messages ont été retenus et seront imprimés sur le maillot que porteront les joueurs lors du match contre le Real Madrid. Un peu à l’image de Nike Shout, Unibet permet donc de renforcer le lien qui unit les supporters aux joueurs du club, de manière innovante.

De plus, lors de la conférence de presse de lancement de l’opération, Unibet a fourni des tablettes tactiles personnalisées à chaque joueur du FC Valence, leur permettant de lire les messages d’encouragements et d’y répondre individuellement, puisque la plateforme permettait d’envoyer un message d’encouragement à l’équipe mais aussi à chaque joueur.

Le maillot est disponible aujourd’hui en quantité limitée (500 ex.) à Valence et je pense qu’il devrait s’écouler assez rapidement.

Chapeau à Unibet d’avoir pensé et réalisé ce dispositif digital (mais qui a aussi rayonné en relations presse et qui sera amplifié grâce à la série limitée de maillots dans les points de vente et à la visibilité terrain), qui n’est pas le plus compliqué à réaliser, mais qui permet à la marque d’avoir un vrai rôle émotionnel dans la vie de son public, à savoir les fans de football, d’illustrer son positionnement de « partenaire de l’esprit valencien » et donc de travailler la préférence de marque, élément important et souvent déclencheur d’acte d’achat.

De manière plus globale, il est intéressant de voir le développement de ce type d’opération, démontrant que les marques et les agences commencent progressivement à placer les consommateurs au cœur de leurs activations de partenariat (cf. Podcast Sport, Blog & Business épisode 2)

La vidéo de présentation du dispositif :

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