{"id":26280,"date":"2016-07-29T11:58:24","date_gmt":"2016-07-29T09:58:24","guid":{"rendered":"https:\/\/qualifio.fidelodev.be\/blog\/eurosport-marketing-interactif\/"},"modified":"2022-08-24T16:24:56","modified_gmt":"2022-08-24T14:24:56","slug":"eurosport-marketing-interactif","status":"publish","type":"post","link":"https:\/\/qualifio.fidelodev.be\/fr\/blog\/eurosport-marketing-interactif\/","title":{"rendered":"Cas client : Eurosport atteint 1 million de participations gr\u00e2ce au marketing interactif !"},"content":{"rendered":"

Pour animer et f\u00e9d\u00e9rer son audience autour de le championnat d\u2019Europe de football 2016<\/a>, Eurosport<\/a> a propos\u00e9 une campagne marketing interactive nomm\u00e9e \u00ab\u00a0Ma Liste des 23\u00a0\u00bb.<\/p>\n

Le but ? Proposer aux internautes de se glisser dans la peau de 5 se\u0301lectionneurs europe\u0301ens, dont Didier Deschamps, et de constituer leurs propres \u00e9quipes pour l\u2019Euro. Ainsi, les participants devaient s\u00e9lectionner 23 joueurs parmi les plus c\u00e9l\u00e8bres.<\/p>\n

Des objectifs marketing ambitieux<\/span><\/h2>\n

Les objectifs suivis par cette campagne \u00e9taient multiples et r\u00e9solument orient\u00e9s de mani\u00e8re \u00e0 \u00e9largir l’audience d’Eurosport.<\/p>\n

Dans un premier temps, la diffusion de la campagne avait pour but de faire de l’animation \u00e9ditoriale<\/strong>, d’augmenter la visibilit\u00e9 de la marque<\/strong> sur les r\u00e9seaux sociaux et enfin d’engager son audience<\/strong> gr\u00e2ce \u00e0 un jeu ludique.<\/p>\n

Apr\u00e8s diffusion de la campagne, l’ensemble des donn\u00e9es r\u00e9colt\u00e9es ont \u00e9t\u00e9 utilis\u00e9es afin de faire du Datajournalisme<\/strong>.<\/p>\n

Selon le Datajournalimes Lab<\/a>, le Datajournalisme ou journalisme des donn\u00e9es est d\u00e9fini comme la mise en forme des donn\u00e9es r\u00e9colt\u00e9es de mani\u00e8re plus ou moins structur\u00e9e. Par exemple, l’infographie est une forme de Datajournalisme. La particularit\u00e9 du Datajournalisme est qu’il peut devenir un outil d’aide \u00e0 la d\u00e9cision, car il permet de simplifier la compr\u00e9hension et la visualisation des ph\u00e9nom\u00e8nes complexes.<\/div>\n

Pour atteindre ses objectifs ambitieux, il \u00e9tait indispensable que la cha\u00eene innove. L’utilisation du marketing interactif \u00e9tait alors une \u00e9vidence.<\/p>\n

 Une campagne interactive vite devenue virale<\/span><\/h2>\n

Rapidement apr\u00e8s son lancement, la campagne marketing interactive a attir\u00e9 de nombreux participants sur les r\u00e9seaux sociaux.<\/p>\n

Au total, plus de 1,1 millions d’internautes ont pris part au jeu<\/strong> ! Dans ce m\u00eame temps, la campagne a \u00e9t\u00e9 partag\u00e9e par plus de 280.000 participants<\/strong>.<\/p>\n

Ce v\u00e9ritable effet de \u00ab\u00a0buzz\u00a0\u00bb cr\u00e9\u00e9 autour du jeu-concours a permis \u00e0 la marque de d\u00e9passer ses objectifs et d’\u00e9largir son audience.<\/p>\n

Ci-dessous, nous vous proposons d’en d\u00e9couvrir plus sur ce cas client !<\/p>\n

\n

\"Eurosport-campagne-marketing-interactif\"<\/a>\"Eurosport-marketing-interactif-ROI\"<\/a>\"Eurosport-marketing-interactif\"<\/a><\/p>\n<\/div>\n

T\u00e9l\u00e9charger le cas client<\/a><\/p>\n

Eurosport n’est \u00e9videmment pas le seul m\u00e9dia \u00e0 utiliser le marketing interactif pour booster ses r\u00e9sultats commerciaux. En effet, le contenu interactif est un r\u00e9el levier d’acquisition pour de nombreux m\u00e9dias !<\/p>\n

Venez d\u00e9couvrir dans <\/b>cet article<\/a> comment Gulli, leader des contenus jeunesses \u00e0 la demande, g\u00e9n\u00e8re 40 % du trafic de son site internet gr\u00e2ce au contenu interactif  !<\/b><\/p>\n","protected":false},"excerpt":{"rendered":"

Pour animer et f\u00e9d\u00e9rer son audience autour de le championnat d\u2019Europe de football 2016, Eurosport a propos\u00e9 une campagne marketing interactive nomm\u00e9e \u00ab\u00a0Ma Liste des 23\u00a0\u00bb. Le but ? Proposer aux internautes de se glisser dans la peau de 5 se\u0301lectionneurs europe\u0301ens, dont Didier Deschamps, et de constituer leurs propres \u00e9quipes pour l\u2019Euro. Ainsi, les […]<\/p>\n","protected":false},"author":13,"featured_media":26281,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[266],"tags":[],"class_list":["post-26280","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-engagement-fr"],"yoast_head":"\nEurosport atteint 1 million de visites gr\u00e2ce au marketing interactif!<\/title>\n<meta name=\"description\" content=\"Vous \u00eates un m\u00e9dia ? 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