{"id":1508,"date":"2009-03-23T12:46:58","date_gmt":"2009-03-23T12:46:58","guid":{"rendered":"http:\/\/visionary.wordpress.com\/?p=1508"},"modified":"2020-09-16T07:43:15","modified_gmt":"2020-09-16T05:43:15","slug":"flickr-verbier-et-nissan-street-marketing-sur-les-skis","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2009\/03\/23\/flickr-verbier-et-nissan-street-marketing-sur-les-skis\/","title":{"rendered":"Flickr, Verbier et Nissan : street marketing sur les skis"},"content":{"rendered":"

La semaine derni\u00e8re, j’ai eu l’occasion d’\u00eatre \u00ab\u00a0victime\u00a0\u00bb d’une action de street marketing tr\u00e8s int\u00e9ressante, liant promotion de la marque (dans le cas pr\u00e9sent, Nissan), fun, concours sous forme de comp\u00e9tition et web 2.0, le tout dans le magnifique cadre des pistes de ski de Verbier.<\/p>\n

Pour vous l’expliquer, le mieux est une image.<\/p>\n

Flickr, Verbier et Nissan : street marketing sur les skis<\/h2>\n
\"Flickr,
Flickr, Verbier et Nissan : street marketing sur les skis<\/figcaption><\/figure>\n

Et qu’y voit-on ?<\/p>\n

Tout simplement un skieur, ici mon fils de 5 ans, qui fait un saut et qui est photographi\u00e9 pendant ce saut. En arri\u00e8re plan, les drapeaux vantant la marque sponsorisant l’action. En fait, il n’est pas photographi\u00e9 qu’une seule fois, mais 10 fois et la s\u00e9quence, sous forme de diaporama est disponible en ligne sous Flickr<\/a>. En fois le saut r\u00e9alis\u00e9, une personne nous tend un ticket sur lequel il y a l’URL pour retrouver la s\u00e9quence et le code personnel pour arriver directement sur son propre parcours.<\/p>\n

Le ticket est coll\u00e9 sur un petit flyer avec non seulement de la publicit\u00e9, mais \u00e9galement l’explication de comment gagner un VTT tous les jours en se rendant, pour l’apr\u00e8s-ski, dans l’un des bars de la station participant \u00e0 l’action pour voir son saut sur grand \u00e9cran, \u00eatre vot\u00e9 par les autres personnes pr\u00e9sentes dans le bar et remporter la mise !<\/p>\n

Sur internet, il est possible de copier l’URL de la page pour la coller dans un site ou blog ou alors de l’envoyer \u00e0 des amis. Inutile de vous dire que lorsque l’on est fier de son saut ou de son enfant qui s’y prend bien, on l’envoie au monde entier, ce qui multiplie la visualisation des panneaux publicitaires, mais en plus fait parler (de Verbier, de Nissan, de Flickr,…).<\/p>\n

Maintenant, d’un point de vue marketing, qui a y gagner \u00e0 cette op\u00e9ration ? Nissan, me direz-vous ? Oui, mais pas que. Les partenariats mis en place ici sont tr\u00e8s int\u00e9ressants.<\/p>\n

Tout d’abord, Nissan, bien s\u00fbr, puisque c’est ce nom-l\u00e0 que l’on voit sur les photos. Verbier aussi, puisque sur le site internet, le nom de la station revient plusieurs fois. Verbier gagne donc en popularit\u00e9 grace aux mails \u00e9chang\u00e9s entre personnes qui montrent leurs exploits mais aussi qui parlent de l’action. Flickr gagne aussi, m\u00eame si c’est un partenariat indirect (simplement par la mise \u00e0 disposition d’une plateforme conviviale et facile d’utilisation). Puis les bars de la station qui prennent peut-\u00eatre \u00e0 leur charge le mat\u00e9riel, mais qui voient arriver des clients simplement pour participer au concours.<\/p>\n

J’aime cette action qui fond la promotion du produit dans du fun et par cons\u00e9quent, atteint son but sans agressivit\u00e9 commerciale.<\/p>\n","protected":false},"excerpt":{"rendered":"

La semaine derni\u00e8re, j’ai eu l’occasion d’\u00eatre \u00ab\u00a0victime\u00a0\u00bb d’une action de street marketing tr\u00e8s int\u00e9ressante, liant promotion de la marque (dans le cas pr\u00e9sent, Nissan), fun, concours sous forme de comp\u00e9tition et web 2.0, le tout dans le magnifique cadre des pistes de ski de Verbier. Pour vous l’expliquer, le mieux est une image. Flickr, …<\/p>\n","protected":false},"author":14,"featured_media":1509,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[69],"tags":[],"class_list":["post-1508","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-viral"],"yoast_head":"\nFlickr, Verbier et Nissan : street marketing sur les skis<\/title>\n<meta name=\"description\" content=\"La semaine derni\u00e8re, j'ai eu l'occasion d'\u00eatre "victime" d'une action de street marketing tr\u00e8s int\u00e9ressante, liant promotion de la marque (dans le cas\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/visionarymarketing.com\/fr\/2009\/03\/23\/flickr-verbier-et-nissan-street-marketing-sur-les-skis\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" 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