Lorsque l’on parle de culture, on ne pense pas forcément en premier lieu aux retombées financières qu’un projet culturel engendrera. Cependant, dans le monde dans lequel nous vivons, qui est fait de concurrence permanente, il est devenu nécessaire de trouver des moyens de se différencier. Au même titre que des entreprises qui proposent un nouveau produit sur un marché presque saturé, les acteurs du monde de la culture ont besoin de nouvelles méthodes de communication pour attirer l’œil des curieux.
Voici trois des campagnes de communication qui ont marqué le monde de la culture :
X-Men : un nouveau coupable dans l’affaire de l’assassinat de JFK ?
Les X-Men sont sans nul doute l’une des équipes de superhéros qui a le plus rapporté aux studios Marvel. Du premier opus en 2000 à X-Men : Dark Phoenix, les films de la saga ont rassemblé des dizaines de millions de spectateurs dans les salles obscures françaises.
À l’occasion de la sortie de X-Men : Days of future past en 2014 les équipes marketing de la 21th Century Fox ont redoublés d’imagination pour faire parler du film et créer de l’émulation autour du dernier long-métrage de la saga.
La stratégie de la production américaine ? Jouer avec l’histoire quitte à paraitre conspirationnistes !
En 2013, année durant laquelle on fête le triste anniversaire des 50 ans de l’assassinat de John Fitzgerald Kennedy à Dallas, une vidéo vient donner une nouvelle version de l’affaire encore non résolue aujourd’hui.
Alors que le principal doute réside dans le nombre et l’identité du ou des tireurs, une bande annonce publiée le 25 novembre 2013 apporte un nouvel éclairage sur l’affaire. Dans celle-ci on découvre la version d’un journaliste (fictif) qui présente des preuves quant à la culpabilité d’un des X-Men : Magneto.
Cette bande-annonce, bien entendu fictive et qui renvoie sur un site internet qui explique toute la théorie qui a mené à cet assassinat est un formidable coup de communication réalisé par la 21th Century Fox dans le seul but de donner envie aux spectateurs de se rendre dans les cinémas à l’occasion de la sortie du film.
Un coup de communication qui met en avant les nouvelles idées du monde de la culture et qui a manifestement bien fonctionné, le film ayant attiré près de 3,3 millions de spectateurs en France et qui a rapporté près de 774 millions de dollars à la firme américaine.
Léon Vivien reprend vie… sur Facebook
Et si les réseaux sociaux avaient déjà été créés lors des plus grandes heures de l’Histoire, qu’est-ce que cela aurait pu donner ?
En 2013, nous avons pu nous l’imaginer grâce à l’initiative du Musée de la Grande Guerre du Pays de Meaux et de l’agence DDB à Paris.
Le 7 mars 2013 le réseau social créé par Mark Zuckerberg voit arriver un nouveau profil, celui d’un jeune homme de 29 ans qui raconte son quotidien à l’image des utilisateurs modernes de Facebook.
La différence ? Léon Vivien parle de la vie qu’il mène au travers de publications datés de l’année 1914.
Personnage fictif, il est jeune instructeur en 1914 lorsque la guerre éclate et qu’il décide de s’engager. Envoyé au front, il décide d’utiliser Facebook comme un journal de bord où il y écrit ce qu’il ressent, ce qu’il pense et où il communique avec ses proches. Très régulièrement, il y poste des photos, des messages, des documents qui nous font ressentir un peu plus le quotidien d’un soldat français durant la Grande Guerre. Des échanges poignants avec ses proches ainsi que des faits historiques marquants y sont racontés comme si nous y étions.
Cette campagne intitulée « Facebook 1914 » a été, au-delà d’un coup de communication remarquable pour le monde de la culture et le Musée de la Grande Guerre du Pays de Meaux, un formidable moyen d’intéresser une cible plus jeune à l’Histoire. Partis d’une idée simple, ils sont parvenus à apporter de la modernité aux musées et à intéresser près de neuf millions d’internautes durant cette campagne de communication pédagogique.
La campagne s’est terminée le 22 mai 2013, ou plutôt le 22 mai 1915 avec la publication de ce dernier post :
Pour en savoir plus et pour aller consulter la page Facebook encore active de Léon Vivien :https://www.facebook.com/leon1914
Stromae et le clip de Formidable
Révélé en 2011 avec le titre Alors on danse Stromae est connu pour se faire discret dans les médias. Chaque apparition publique du chanteur est scrutée de près par l’opinion publique, ce qui fut le cas cette après-midi du mois de mai à Bruxelles. Le 21 mai 2013, alors que le chanteur n’a pas encore annoncé la sortie de son nouveau titre, il est filmé par de nombreux Bruxellois titubant dans les rues de la capitale Belge.
Très vite, la toile s’enflamme et de nombreux fans s’étonnent du comportement du chanteur. Une caméra cachée si bien joué que même des policiers s’approchent pour lui demander s’il a besoin d’aide.
Mais pas de panique, après avoir laissé ses fans se torturer l’esprit le temps de quelques jours, c’est sur le plateau de télé d’une émission française Ce soir ou jamais que le chanteur dévoile son nouveau titre, là aussi jouant à l’homme ivre.
Ce gros coup de com, organisé par le chanteur et ses équipes pour faire parler de lui avant la sortie de son nouveau single Formidable aura belle et bien porté ses fruits. L’album Racine Carrée, dont le titre Formidable est tiré sera son plus gros succès avec près de 2,1 millions d’albums vendus en France.
En parlant de Stromae, c’est il y a peu que le chanteur qui s’était quelque peu éloigné de la vie publique durant quelques années a annoncé son retour sur scène et la sortie prochaine d’un nouvel album dont certains titres sont déjà sortis. On ne peut que se réjouir en voyant le retour d’un artiste comme Stromae de retour sur le devant de la scène. Dépêchez-vous pour acheter vos places, elles vont vite partir !
Pour plus d’informations sur le chanteur et la préparation de son album, rendez-vous sur le site internet de l’artiste : https://www.stromae.com/fr/
Alors ? Est-ce que vous aussi vous trouvez ces campagnes de communication très innovantes pour le monde de la culture ?
Si ce sujet vous a plu, n’hésitez pas à découvrir de nouveaux articles sur le sujet de l’Art et de la Culture !
On se retrouve bientôt pour un prochain article !
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