{"id":14880,"date":"2014-07-29T08:55:15","date_gmt":"2014-07-29T06:55:15","guid":{"rendered":"http:\/\/visionarymarketing.fr\/blog\/?p=14880"},"modified":"2024-08-21T12:06:01","modified_gmt":"2024-08-21T10:06:01","slug":"3-regles-faire-buzz-lexemple-concret-radiobayern3","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2014\/07\/29\/3-regles-faire-buzz-lexemple-concret-radiobayern3\/","title":{"rendered":"3 r\u00e8gles pour faire un buzz : l&rsquo;exemple concret de RadioBayern3"},"content":{"rendered":"<p><em>Tout d\u2019abord, c\u2019est le plan fixe d\u2019un cocktail avec un zeste d\u2019orange et un drapeau br\u00e9silien, accompagn\u00e9 d\u2019une musique br\u00e9silienne\u2026 Puis une lourde chope de bi\u00e8re vient s\u2019abattre violemment sur le verre qui s\u2019\u00e9crase sans r\u00e9sistance sous l\u2019impact : violent et imparable, c\u2019est la m\u00e9taphore parfaite du match de football entre l\u2019Allemagne et le <a class=\"zem_slink\" title=\"Brazil\" href=\"http:\/\/maps.google.com\/maps?ll=-15.7833333333,-47.8666666667&amp;spn=10.0,10.0&amp;q=-15.7833333333,-47.8666666667 (Brazil)&amp;t=h\" target=\"_blank\" rel=\"geolocation noopener noreferrer\">Br\u00e9sil<\/a> (7-1 pour les allemands) lors des <a title=\"Allemagne-Br\u00e9sil\" href=\"https:\/\/web.archive.org\/web\/20171020032247\/https:\/\/www.lequipe.fr\/Football\/match\/312274\">demi-finales de la coupe du monde au br\u00e9sil<\/a>, le 8 juillet 2014.<\/em><\/p>\n<p><center><\/p>\n<p><iframe src=\"\/\/www.youtube.com\/embed\/RLZUKqpXYzU?rel=0\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p><\/center>Tout le monde ou presque a vu cette vid\u00e9o. Elle est pass\u00e9e \u00e0 la t\u00e9l\u00e9vision, elle a fait le tour d\u2019<a class=\"zem_slink\" title=\"Internet\" href=\"https:\/\/en.wikipedia.org\/wiki\/Internet\" target=\"_blank\" rel=\"wikipedia noopener noreferrer\">Internet<\/a> en quelques heures : 800 000 vues une heure apr\u00e8s le match, 2 000 000 le lendemain matin, et d\u00e9sormais pr\u00e8s de 17 000 000 \u00e0 l\u2019heure o\u00f9 j\u2019\u00e9cris ces lignes&#8230; On parle donc ici d\u2019un buzz, orchestr\u00e9 par la cha\u00eene de radio allemande <a title=\"RadioBayern3\" href=\"http:\/\/www.br.de\/radio\/bayern3\/bayern-drei104.html\">RadioBayern3<\/a>.\u00a0 L\u2019occasion de d\u00e9cortiquer le m\u00e9canisme du buzz en reprenant les 3 r\u00e8gles du buzz que nous a appris<span class=\"removed_link\" title=\"http:\/\/fr.linkedin.com\/pub\/fran%C3%A7ois-sebastia\/3a\/379\/8a5\"> Fran\u00e7ois S\u00e9bastia<\/span> lors d\u2019une <a title=\"Buzz et viralit\u00e9\" href=\"https:\/\/visionarymarketing.com\/fr\/2014\/07\/buzz-viralite\/\">interview que nous avons r\u00e9alis\u00e9e le mois dernier<\/a>.<\/p>\n<h2><strong>Le buzz prend sa source dans l\u2019<a class=\"zem_slink\" title=\"Humour\" href=\"https:\/\/en.wikipedia.org\/wiki\/Humour\" target=\"_blank\" rel=\"wikipedia noopener noreferrer\">humour<\/a> et l&rsquo;originalit\u00e9<\/strong><\/h2>\n<p><em>\u201cLes composantes d\u2019un buzz, c\u2019est une vid\u00e9o qui va transcender les esp\u00e9rances et les attentes, qui va m\u00eame d\u00e9passer la cible que l\u2019on souhaitait atteindre au d\u00e9part. Il faut quelque chose d\u2019original, qui surprenne, qui soit tr\u00e8s riche en humour.\u201d<\/em><\/p>\n<p>La m\u00e9taphore est renforc\u00e9e par une musique festive qui se coupe brutalement au moment de l\u2019impact. Le trait d\u2019humour r\u00e9side donc dans l\u2019effet de surprise, la brutalit\u00e9 de celui-ci et la mise en sc\u00e8ne tr\u00e8s explicite de la m\u00e9taphore. L\u2019originalit\u00e9, la surprise et l\u2019humour se retrouvent ainsi dans cette vid\u00e9o, ce qui va permettre le partage au-del\u00e0 de la cible d\u2019origine (les bavarois). D\u2019ailleurs, le fait que cette vid\u00e9o ne contienne aucun dialogue permet de d\u00e9passer les fronti\u00e8res et toucher tous les pays (du moins ceux qui ont une forte culture footballistique).<\/p>\n<figure style=\"width: 500px\" class=\"wp-caption aligncenter\"><a title=\"antimuseum.com-summer13-1169\" href=\"http:\/\/antimuseum.com\"><img decoding=\"async\" style=\"float: none; margin: 10px auto; display: block;\" src=\"https:\/\/farm6.staticflickr.com\/5493\/9563522571_c404c2fecb.jpg\" alt=\"buzz \" width=\"500\" height=\"334\" border=\"0\" \/><\/a><figcaption class=\"wp-caption-text\">et si c&rsquo;\u00e9tait la France qui avait gagn\u00e9 face \u00e0\u00a0l\u2019Allemagne, aurait-on eu le droit \u00e0 un kil de rouge qui \u00e9crase un pot de bi\u00e8re ?<\/figcaption><\/figure>\n<h2><strong>La vid\u00e9o passe un message, court et percutant<\/strong><\/h2>\n<p><em>\u201cFaire du bon contenu, c\u2019est d\u00e9j\u00e0 \u00eatre percutant. C\u2019est-\u00e0-dire, ne pas vouloir tout dire. Un seul message, g\u00e9n\u00e9ralement c\u2019est suffisant. Une fois que l\u2019on a bien d\u00e9fini le message, on r\u00e9fl\u00e9chit \u00e0 la fa\u00e7on dont on va le dire de fa\u00e7on concr\u00e8te et percutante. Ne pas faire de vid\u00e9o qui durent 3, 4 minutes, car elles ne seront pas regard\u00e9es, dans le cas du buzz en tout cas, o\u00f9 l\u2019on veut accrocher pour ensuite amener vers quelque chose.\u201d<\/em><\/p>\n<p><!--more--><\/p>\n<p>Ici, le message est tr\u00e8s court, une poign\u00e9e de secondes. Le fait qu\u2019il soit aussi simple et imag\u00e9 le rend imm\u00e9diatement compr\u00e9hensible. L\u2019action d\u2019\u00ab accrocher pour amener vers quelque chose \u00bb est tr\u00e8s bien effectu\u00e9e : la vid\u00e9o laisse appara\u00eetre \u00e0 la fin le nom de\u00a0 l\u2019entreprise ayant diffus\u00e9 ce buzz ( <a title=\"RadioBayern3\" href=\"https:\/\/www.bayern3.de\">RadioBayern3<\/a>).<\/p>\n<h2><strong>Le buzz se conjugue parfaitement \u00e0 <a class=\"zem_slink\" title=\"L'actualit\u00e9\" href=\"http:\/\/www.lactualite.com\" target=\"_blank\" rel=\"homepage noopener noreferrer\">l\u2019actualit\u00e9<\/a>.<\/strong><\/h2>\n<p><em>\u201c[il faut aussi que la vid\u00e9o] se conjugue avec l\u2019actualit\u00e9. C\u2019est l\u00e0 aussi o\u00f9 l\u2019on a des buzz inattendus, c\u2019est qu\u2019on ne peut pas pr\u00e9voir l\u2019actualit\u00e9, elle se fait au fur et \u00e0 mesure, mais notre vid\u00e9o va compl\u00e8tement se conjuguer avec elle et va faire qu\u2019une video va d\u00e9passer sa cible parce qu\u2019elle sera en ad\u00e9quation avec l\u2019actualit\u00e9.\u201d<\/em><\/p>\n<p>C\u2019est essentiellement ce param\u00e8tre qui a permis de faire na\u00eetre le buzz. Dans cette \u00ab recette \u00bb du buzz, c\u2019est l\u2019\u00e9l\u00e9ment sur lequel on a le moins de possibilit\u00e9 d\u2019action, c\u2019est le coup de chance qui va provoquer l\u2019int\u00e9r\u00eat de l\u2019internaute et g\u00e9n\u00e9rer le partage de la vid\u00e9o. Ce qui est r\u00e9v\u00e9lateur de l&rsquo;importance de l&rsquo;actualit\u00e9, c\u2019est la date de diffusion : le 7 juillet, soit la veille du match. On a donc une vid\u00e9o qui colle parfaitement \u00e0 l\u2019actualit\u00e9, et ce, compl\u00e8tement par hasard (si le score avait \u00e9t\u00e9 moins lourd, la vid\u00e9o n&rsquo;aurait s\u00fbrement pas \u00e9t\u00e9 autant partag\u00e9e).<\/p>\n<p><center><\/p>\n<p><iframe src=\"\/\/www.youtube.com\/embed\/w23MluHYAME?rel=0\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p><\/center><em>Dans cette vid\u00e9o, on retrouve certains \u00e9l\u00e9ments similaires \u00e0 la premi\u00e8re, except\u00e9 l&rsquo;originalit\u00e9&#8230; Pas de buzz&#8230;<\/em><\/p>\n<p>Pour conclure, on peut ajouter un quatri\u00e8me param\u00e8tre, la \u00ab non-n\u00e9cessit\u00e9 \u00bb d\u2019investir des millions d\u2019euros pour faire un buzz. On a ici une vid\u00e9o tr\u00e8s courte, pleine d\u2019humour et de fra\u00eecheur, dans un format id\u00e9al pour le partage. RadioBayern3 a donc fait un buzz avec une bonne id\u00e9e, une table, deux verres, un fond noir et une cam\u00e9ra. 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&hellip;<\/p>\n","protected":false},"author":29,"featured_media":34070,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1613],"tags":[],"class_list":["post-14880","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>3 r\u00e8gles pour faire un buzz : l&#039;exemple concret de RadioBayern3<\/title>\n<meta name=\"description\" content=\"3 r\u00e8gles pour faire un buzz : nous abordons ici l&#039;exemple concret de RadioBayern3, dont la vid\u00e9o a \u00e9t\u00e9 vue plusieurs millions de fois...\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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