evian Ball Hunt

Wimbledon vient de démarrer et evian, la boisson officielle du tournoi de tennis du Grand Chelem a mis en place une activation intéressante en amont du tournoi pour les fans de tennis, activation intitulée, evian Ball Hunt.

Chaque jour, entre le 22 et le 25 juin, un ramasseur de balle virtuel evian a laissé des indices sur le compte twitter d’evian UK et sur la page facebook dédiée sur le lieu où il se trouvait physiquement. Chaque fan ou follower devait donc s’empresser de le trouver et d’effectuer un check-in pour récupérer l’une des balles evian numérotées et signées par l’ambassadrice de la marque et numéro 1 mondiale, Maria Sharapova. Chaque jour, un numéro de balle allait être tiré au sort permettant au gagnant de remporter 2 tickets VIP pour Wimbledon.

 

Une belle manière donc de combiner médias sociaux et événementiel tout en capitalisant sur les contreparties marketing du sponsor : la billetterie.

Mais le dispositif evian pour Wimbledon ne s’arrête pas là puisque comme le confirme Laura Pope, Brand Manager pour Evian, « evian Ball Hunt n’est qu’une partie de notre campagne d’été qui a pour objectifs de donner vie à l’esprit « Live Young » d’evian et au partenariat Wimbledon ». En effet, la campagne se prolonge avec une campagne d’affichage présentant Maria Sharapova vêtue d’un des t-shirts de la campagne « Baby Inside » ainsi qu’un dispositif événementiel dans l’enceinte de Wimbledon avec un evian Café, une suite VIP Live Young et une animation pour les fans qui font la queue pour récupérer les billets, extrêmement malin de la part de la marque. De plus, evian a réalisé en partenariat avec my-wardrobe.com un guide vestimentaire pour le tournoi qui est de loin le plus chic du Grand Chelem avec un jeu-concours pour gagner deux places et 1000 livres pour être la plus belle à Wimbledon.

[youtube]http://www.youtube.com/watch?v=ZhJ-XlbOzMY[/youtube]

Et pour faire le lien avec le business, evian a aussi déployé un packaging spécial Wimbledon dans les magasins, des offres spéciales et du sampling (échantillonage) aux stations de métro.

Evian pour Wimbledon, une activation simple, qui semble soutenir et valoriser la marque avec des animations efficaces et qui apportent un brin de fraîcheur pour les fans de tennis et les anglais de manière générale. Sans doute, un signe de maturité vs d’autres sponsors du tennis et notamment ceux de Roland-Garros.

Et vous qu’en pensez-vous?

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