{"id":4041,"date":"2011-04-26T15:12:06","date_gmt":"2011-04-26T13:12:06","guid":{"rendered":"http:\/\/visionary.wordpress.com\/?p=4041"},"modified":"2024-08-21T12:02:15","modified_gmt":"2024-08-21T10:02:15","slug":"quand-twitter-sinvite-dans-une-pub-tele-de-kraft","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2011\/04\/26\/quand-twitter-sinvite-dans-une-pub-tele-de-kraft\/","title":{"rendered":"Quand Twitter s’invite dans une Pub T\u00e9l\u00e9 de Kraft"},"content":{"rendered":"

Twitter est bien souvent synonyme de \u2018Temps r\u00e9el\u2019 et dans cette optique de nombreuses marques craignent de \u2018perdre le contr\u00f4le\u2019 en affichant sur leurs sites les Tweets porteurs du Hastag de leurs marques sous peine de ne pouvoir faire preuve de suffisamment de r\u00e9activit\u00e9 en cas de d\u00e9rapage et\/ou critique.<\/p>\n

Quand Twitter s’invite dans une Pub T\u00e9l\u00e9 de Kraft<\/h2>\n

Kraft a n\u00e9anmoins tent\u00e9 l\u2019exp\u00e9rience en Mars dernier en int\u00e9grant dans ses publicit\u00e9s t\u00e9l\u00e9vis\u00e9es les tweets ayant pour objet sa marque \u2018Macaroni & Cheese\u2019 le m\u00eame jour o\u00f9 ils ont \u00e9t\u00e9 post\u00e9s\u2026<\/p>\n

\"Quand
Quand Twitter s’invite dans une Pub T\u00e9l\u00e9 de Kraft<\/figcaption><\/figure>\n

Il s\u2019agit l\u00e0 d\u2019une initiative peu ordinaire\u00a0: 10 spots t\u00e9l\u00e9 ont \u00e9t\u00e9 cr\u00e9\u00e9s en 2 jours \u2013 2 d\u2019entre eux ont \u00e9t\u00e9 diffus\u00e9s sur TBS, les huit autres \u00e9tant accessibles sur la page facebook de Kraft.<\/p>\n

Sommes-nous entr\u00e9s dans l\u2019\u00e8re du Trans-m\u00e9dia\u00a0? Affaire \u00e0 suivre \u2026<\/p>\n

\u00ab\u00a0Le 28 mars dernier, le radeau a g\u00e9n\u00e9r\u00e9 un buzz consid\u00e9rable gr\u00e2ce \u00e0 une exp\u00e9rience consistant \u00e0 inclure des tweets sur les macaronis au fromage dans des publicit\u00e9s t\u00e9l\u00e9vis\u00e9es le jour m\u00eame o\u00f9 ils ont \u00e9t\u00e9 tweet\u00e9s. Les spots ont \u00e9t\u00e9 diffus\u00e9s pendant les talk-shows \u00ab\u00a0Conan\u00a0\u00bb et \u00ab\u00a0Lopez Tonight\u00a0\u00bb de TBS, diffus\u00e9s tard dans la nuit, et la m\u00eame s\u00e9quence marketing a \u00e9t\u00e9 r\u00e9p\u00e9t\u00e9e le jour et la nuit suivants.<\/p>\n

Dans un effort men\u00e9 par l’agence Crispin Porter + Bogusky, un total de 10 spots publicitaires ont \u00e9t\u00e9 produits en deux jours. (Voir une version ci-dessous.) Deux d’entre eux sont apparus sur TBS, tandis que les huit autres ont \u00e9t\u00e9 disponibles sur la page Facebook de Kraft pour sa ligne de produits \u00ab\u00a0Macaroni & Cheese\u00a0\u00bb. Kraft a appel\u00e9 cette initiative \u00ab\u00a0Macaroni & Cheese TV\u00a0\u00bb.<\/p>\n

ClickZ a contact\u00e9 Noelle O’Mara, responsable de la marque Kraft Macaroni & Cheese, et l’a interrog\u00e9e sur cette campagne inhabituelle. Voici des extraits des questions-r\u00e9ponses :<\/p>\n

ClickZ : Quel est le principal objectif marketing de Mac & Cheese TV ?<\/p>\n

Noelle O’Mara : Faire participer nos fans \u00e0 l’espace num\u00e9rique, o\u00f9 ils sont les plus actifs, est devenu de plus en plus important pour atteindre le consommateur de Kraft Macaroni & Cheese. Les programmes de m\u00e9dias sociaux non conventionnels, comme Mac & Cheese TV, nous permettent de continuer \u00e0 avoir un dialogue avec eux.<\/p>\n

CZ : Pourquoi l’introduction de tweets dans les spots t\u00e9l\u00e9vis\u00e9s est-elle un bon marketing pour la marque ?<\/p>\n

NM : Nos id\u00e9es cr\u00e9atives sont toujours inspir\u00e9es par la fa\u00e7on dont notre consommateur utilise notre marque, y pense et s’y rapporte. Il n’y a rien de plus \u00ab\u00a0en temps r\u00e9el\u00a0\u00bb que Twitter pour expliquer comment notre consommateur fait cela.<\/p>\n

CZ : A quels param\u00e8tres avez-vous pr\u00eat\u00e9 attention pour d\u00e9terminer si les publicit\u00e9s du lundi et du mardi soir ont \u00e9t\u00e9 un succ\u00e8s ou non ? Que disent les donn\u00e9es sur les sentiments des gens sur Twitter et Facebook \u00e0 propos des spots t\u00e9l\u00e9vis\u00e9s Mac & Cheese diffus\u00e9s ?<\/p>\n

NM : Bien que nous consid\u00e9rions que notre analyse de campagne est exclusive, nous suivons la sensibilisation et l’engagement des consommateurs \u00e0 l’\u00e9gard de la marque et du programme. La premi\u00e8re lecture du programme a \u00e9t\u00e9 tr\u00e8s positive, g\u00e9n\u00e9rant d\u00e9j\u00e0 10 [millions] d’impressions et recevant des commentaires tr\u00e8s positifs de nos fans. De plus, je peux vous dire qu’il y a eu une v\u00e9ritable excitation de la part des consommateurs dont les tweets ont \u00e9t\u00e9 transform\u00e9s en publicit\u00e9s. Ils ont partag\u00e9 d’autres histoires de mac & cheese avec la marque et leurs amis, qui \u00e0 leur tour ont fait passer le mot sur la fa\u00e7on dont ils ont connu une nouvelle c\u00e9l\u00e9brit\u00e9 du mac & cheese.<\/p>\n

CZ : Kraft pr\u00e9voit-il de diffuser plus de tweets dans les spots t\u00e9l\u00e9vis\u00e9s ?<\/p>\n

NM : Pour l’instant, il n’est pas pr\u00e9vu de diffuser les spots \u00e0 une date ult\u00e9rieure.\u00a0\u00bb<\/p>\n

…<\/p>\n

 <\/p>\n

Pour en savoir plus\u00a0:<\/p>\n

    \n
  1. Lire l\u2019interview du Senior Brand Manager de Kraft en suivant ce lien<\/a><\/li>\n
  2. Et pour poursuivre la discussion\u00a0:\u00a0Lire l\u2019article sur Pepsi qui permet de Tagger ses Spots TV<\/span><\/a><\/li>\n<\/ol>\n","protected":false},"excerpt":{"rendered":"

    Twitter est bien souvent synonyme de \u2018Temps r\u00e9el\u2019 et dans cette optique de nombreuses marques craignent de \u2018perdre le contr\u00f4le\u2019 en affichant sur leurs sites les Tweets porteurs du Hastag de leurs marques sous peine de ne pouvoir faire preuve de suffisamment de r\u00e9activit\u00e9 en cas de d\u00e9rapage et\/ou critique. 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