{"id":242511,"date":"2024-01-08T11:04:59","date_gmt":"2024-01-08T10:04:59","guid":{"rendered":"https:\/\/rtrsports.com\/exemples-dactivation-de-parrainage\/"},"modified":"2025-07-15T17:47:21","modified_gmt":"2025-07-15T15:47:21","slug":"exemples-dactivation-de-parrainage","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/fr\/blog\/sponsorship-activation-examples\/","title":{"rendered":"Exemples d’activation de parrainage"},"content":{"rendered":"

Vous savez peut-\u00eatre que vous voulez investir dans le sport, quel type de sport correspondra le mieux \u00e0 votre marque et comment vos clients actuels sont susceptibles de r\u00e9agir \u00e0 certains partenariats de marque, mais savez-vous r\u00e9ellement si vos activit\u00e9s soigneusement planifi\u00e9es fonctionneront ?<\/p>\n

La r\u00e9ponse est probablement non. Dans ce cas, la seule chose \u00e0 faire est de s’inspirer de ce qui s’est fait de mieux auparavant. Nous vous proposons donc une s\u00e9lection des meilleurs exemples<\/strong> r\u00e9cents d’activation de parrainage dans le domaine du sport<\/strong>, afin que vous puissiez commencer \u00e0 vous faire une id\u00e9e de ce qui fonctionne bien.<\/p>\n

Exemples d’activation de parrainage sportif : utilisation de la r\u00e9alit\u00e9 augment\u00e9e <\/strong><\/h2>\n

Les consommateurs recherchent de plus en plus une v\u00e9ritable immersion – et l’un des moyens d’y parvenir, en particulier dans le domaine du sponsoring sportif, est la gamification. Nike <\/strong>a utilis\u00e9 la r\u00e9alit\u00e9 augment\u00e9e pour placer le public de Los Angeles \u00e0 l’int\u00e9rieur d’un jeu vid\u00e9o virtuel lors du lancement de sa campagne de baskets Epic React. L’activation de trois jours a g\u00e9n\u00e9r\u00e9 1,5 million d’impressions en ext\u00e9rieur, 4,4 millions \u00e0 la t\u00e9l\u00e9vision (gr\u00e2ce \u00e0 Jimmy Kimmel) et un nombre impressionnant de 25,6 millions de vues sur Snapchat.<\/p>\n

Exemples d’activation de parrainage : utilisation du contenu vid\u00e9o <\/strong><\/h2>\n

La s\u00e9rie Gymkhana <\/strong>du coureur Ken Block sur YouTube est l’un des exemples<\/strong> les plus r\u00e9ussis d ‘activations de parrainage<\/strong> dans le sport automobile. La s\u00e9rie de vid\u00e9os utilisait les sponsors d’une mani\u00e8re qui \u00e9tait utile au spectateur, ce qui donnait aux vid\u00e9os une capacit\u00e9 de partage organique et garantissait que les sponsors – qui \u00e9taient tr\u00e8s visibles – recevaient une audience aussi large que possible. Tout le monde y gagne !<\/p>\n

Dans le domaine du football, les clubs de premi\u00e8re division qui ont utilis\u00e9 avec succ\u00e8s la vid\u00e9o \u00e0 360 degr\u00e9s dans le cadre de leurs campagnes de parrainage sportif sont notamment le FC Barcelone<\/strong>, le Real Madrid <\/strong>et le Paris Saint Germain<\/strong>. L’utilisation de la vid\u00e9o a permis aux supporters d’assister aux s\u00e9ances d’entra\u00eenement, de s’immerger dans les clubs en temps r\u00e9el et, en fin de compte, de d\u00e9montrer que ces \u00e9quipes sont \u00e0 la pointe de la technologie.<\/p>\n

Exemples d’activation de parrainage : la valeur des activations exp\u00e9rientielles <\/strong><\/h2>\n

Nous avons discut\u00e9 \u00e0 plusieurs reprises sur ce blog de l’importance des \u00e9v\u00e9nements en direct dans l’activation du sponsoring sportif – les \u00e9v\u00e9nements offrent toujours un moyen unique d’entrer en contact avec le public, m\u00eame si l’industrie semble s’orienter de plus en plus vers des activations num\u00e9riques.<\/p>\n

Exp\u00e9rientiel exemples d’activation de parrainage<\/a> <\/strong>qui ont bien fonctionn\u00e9 pour les marques comprennent des microporcs de course pour Coral <\/strong>et des “points d’interaction” en centre-ville pour William Hill <\/strong>\u00e0 Cheltenham, des tapis roulants avec traqueur d’\u00e9nergie pour Puma <\/strong>\u00e0 Times Square \u00e0 New York, et une c\u00e9l\u00e9bration d’une journ\u00e9e de la NFL <\/strong>sur Regent Street \u00e0 Londres.<\/p>\n

Exemples d’activation du parrainage : valeur ajout\u00e9e <\/strong><\/h2>\n

\u00c9crivant sp\u00e9cifiquement sur la Formule 1, l’expert en marketing Robin Fenwick souligne les diff\u00e9rentes fa\u00e7ons dont les marques ont utilis\u00e9 les activit\u00e9s hors piste pour fournir une valeur \u00e0 long terme qui a \u00e9galement stimul\u00e9 les ventes. Parmi les exemples d’activation du parrainage <\/strong>, on peut citer un partenariat entre Logitech <\/strong>et McLaren, qui a permis d’augmenter les ventes de volants, et Randstad<\/strong>, une soci\u00e9t\u00e9 de recrutement qui s’est associ\u00e9e \u00e0 l’\u00e9quipe Williams pour mettre en place une acad\u00e9mie de formation destin\u00e9e aux jeunes ing\u00e9nieurs talentueux.<\/p>\n

Activation du parrainage dans le sport : exemples de m\u00e9dias sociaux et d’UGC<\/strong><\/h2>\n

C’est l\u00e0 que les adultes passent une grande partie de leur temps. Si vous pouvez les utiliser pour qu’ils se sentent impliqu\u00e9s dans votre marque, la r\u00e9ussite de votre campagne sera d’autant plus probable.<\/p>\n

La cr\u00e9ation de FanPics a g\u00e9n\u00e9r\u00e9 pr\u00e8s de six millions de photos de marque, 51 000 visites sur la page d’accueil, 10 500 tags sur Facebook et un taux de tagging de 9 %. La campagne a \u00e9t\u00e9 vue par 120 000 participants \u00e0 la course. Pas mal pour 90 minutes de travail !<\/p>\n

Voulez-vous savoir
\nce qu’est une activation de parrainage<\/a>
\n<\/strong>? Vous souhaitez conna\u00eetre d’autres exemples d’activation de parrainage<\/a>? <\/strong>Contactez RTR Sports Marketing d\u00e8s aujourd’hui \u00e0 l’adresse info@rtrsports.com<\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

Vous savez peut-\u00eatre que vous voulez investir dans le sport, quel type de sport correspondra le mieux \u00e0 votre marque et comment vos clients actuels sont susceptibles de r\u00e9agir \u00e0 certains partenariats de marque, mais savez-vous r\u00e9ellement si vos activit\u00e9s soigneusement planifi\u00e9es fonctionneront ? La r\u00e9ponse est probablement non. 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