Stafford Green décrit la campagne d'advertainment mise en oeuvre pour la marque Sprite. Ou comment utiliser avec pertinence et réussite les nouveaux supports et espaces de communication.
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Stafford Green décrit la campagne d'advertainment mise en oeuvre pour la marque Sprite. Ou comment utiliser avec pertinence et réussite les nouveaux supports et espaces de communication.
Article rédigé par Stéphane Rossard
Après le buzz marketing, voici l'avènement de l'advertainment !
L'advertainment revient à associer un message publicitaire un environnement ludique ou de détente. Autrement dit recourir à un jeu, à des fims ou encore à des animations en utilisant les nouveaux supports de communication (Internet et téléphone mobile en particulier). L'objectif est d'impliquer le consommateur, donc de créer une relation de proximité afin de stimuler une adhésion durable.
Autre spécificité, l'advertainment s'adresse à des cibles jeunes, peu sensibles à la publicité classique.
Dans cette vidéo, Stafford Green décrit la stratégie adoptée pour Sprite, marque créee en 1961.
L'objectif principal est de construire une communauté à partir d'une histoire dont la protagoniste est une jeune femme. Histoire sur laquelle les internautes peuvent influer par un système de vote.
Pour garantir la propagation et le succès de l'opération, il est nécessaire d'être présent sur différents réseaux sociaux et en utiliser leur spécificité (clip video sur Youtube et création d'une communauté sur Facebook).
Au-delà de faire adhérer les consommateurs à la marque, c'est surtout d'en faire des prescripteurs naturels.
Stafford Green rappelle opportunément que dans ses stratégies, la marque est, avant tout, dans une logique de communication (univers, valeurs...) et doit être perçue en tant que telle par les consommateurs. Et non comme une opération de promotion.
Stafford Green décrit la campagne d'advertainment mise en oeuvre pour la marque Sprite. Ou comment utiliser avec pertinence et réussite les nouveaux supports et espaces de communication.
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