{"id":10069,"date":"2020-09-15T14:56:00","date_gmt":"2020-09-15T13:56:00","guid":{"rendered":"https:\/\/www.keyade.com\/?p=10069"},"modified":"2020-09-15T15:35:53","modified_gmt":"2020-09-15T14:35:53","slug":"24h-pour-reussir-le-lancement-produit-de-playstation-sur-twitter","status":"publish","type":"post","link":"https:\/\/www.keyade.com\/fr\/blog\/24h-pour-reussir-le-lancement-produit-de-playstation-sur-twitter\/","title":{"rendered":"24h pour r\u00e9ussir le lancement produit de PlayStation\u00ae sur Twitter"},"content":{"rendered":"\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1000\" height=\"320\" src=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2020\/09\/The-Last-Of-Us-II-x-Ghosts-of-Tsushima.jpg\" alt=\"\" class=\"wp-image-10081\" srcset=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2020\/09\/The-Last-Of-Us-II-x-Ghosts-of-Tsushima.jpg 1000w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2020\/09\/The-Last-Of-Us-II-x-Ghosts-of-Tsushima-900x288.jpg 900w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2020\/09\/The-Last-Of-Us-II-x-Ghosts-of-Tsushima-768x246.jpg 768w\" sizes=\"auto, (max-width: 1000px) 100vw, 1000px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Contexte<\/h2>\n\n\n\n<p>Bien connue des gamers et du grand public, PlayStation\u00ae est une marque de Sony Interactive Enternainment, leader mondial du divertissement num\u00e9rique et interactif.<\/p>\n\n\n\n<p>A l\u2019\u00e9t\u00e9 2020, PlayStation\u00ae a lanc\u00e9 deux jeux tr\u00e8s attendus sur le march\u00e9\u00a0: <em>The Last Of Us 2<\/em> (19 juin) et <em>Ghost of Tsushima<\/em> (17 juillet). Au sein d\u2019un lancement m\u00e9dia global orchestr\u00e9 par MediaCom, Keyade a accompagn\u00e9 PlayStation\u00ae dans la mise en place d\u2019un dispositif social m\u00e9dia sur Twitter, plateforme conversationnelle par excellence pour capter l\u2019attention et l\u2019int\u00e9r\u00eat des joueurs lors d\u2019un lancement produit.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Challenge<\/h2>\n\n\n\n<p>Outre un objectif de forte visibilit\u00e9 le jour du lancement des jeux, le d\u00e9ploiement d\u2019une m\u00e9canique conversationnelle est d\u00e9cisif pour g\u00e9n\u00e9rer de l\u2019interaction autour des produits.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Dispositif<\/h2>\n\n\n\n<p>Keyade recommande pour PlayStation\u00ae l\u2019activation d\u2019un double dispositif r\u00e9servable \u00e0 la journ\u00e9e&nbsp;: Twitter First View + Twitter Spotlight.<\/p>\n\n\n\n<p><strong>Twitter First View<\/strong> est un format qui permet d\u2019afficher une publicit\u00e9 sur le feed de l\u2019utilisateur en premi\u00e8re impression \u00e0 l\u2019ouverture de l\u2019application.<\/p>\n\n\n\n<p><strong>Twitter Spotlight<\/strong> est un emplacement premium qui permet \u00e0 la publicit\u00e9 d\u2019\u00eatre pr\u00e9sente pendant 24h dans l\u2019onglet \u2018Recherche\u2019 de l\u2019application.<\/p>\n\n\n\n<p>Le premier est un format historique de Twitter quand le second, Twitter Spotlight, est une nouveaut\u00e9 Twitter 2020. Les deux formats \u00e9tant id\u00e9aux pour maximiser la couverture sur cible aupr\u00e8s de toute la communaut\u00e9 Twitter, leur activation simultan\u00e9e appara\u00eet parfaitement appropri\u00e9e aux objectifs de visibilit\u00e9 et d\u2019engagement pour les lancements produits de PlayStation\u00ae.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">R\u00e9sultats<\/h2>\n\n\n\n<p>Comme attendu, l\u2019activation simultan\u00e9e des deux formats se r\u00e9v\u00e8le \u00eatre une combinaison fructueuse. Nous avons compar\u00e9 les r\u00e9sultats des campagnes <strong>First View + Spotlight<\/strong> activ\u00e9es pour les lancements de <em>The Last Of Us 2<\/em> et de <em>Ghost of Tsushima<\/em> aux r\u00e9sultats d\u2019une campagne <strong>First View only <\/strong>activ\u00e9e pour le lancement du jeu <em>Death Stranding<\/em> en novembre 2019.<\/p>\n\n\n\n<p>Notons pour commencer que le prix du package First View + Spotlight propos\u00e9 par Twitter est sup\u00e9rieur de 40% \u00e0 l\u2019activation du First View seul. Pour ce co\u00fbt incr\u00e9mental de 40%, les performances des campagnes First View + Spotlight se sont litt\u00e9ralement envol\u00e9es&nbsp;:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>+380%<\/strong> \u00e0 <strong>+480%<\/strong> sur le volume d\u2019impressions des publicit\u00e9s de la marque, faisant m\u00e9caniquement chuter le CPM (Co\u00fbt Par Mille impressions), d\u2019environ<strong> -75%<\/strong>.<\/li><li>Le taux d\u2019engagement a \u00e9t\u00e9 <strong>multipli\u00e9 par 5<\/strong>, notamment parce que l\u2019essentiel des conversations sont g\u00e9n\u00e9r\u00e9es gr\u00e2ce \u00e0 la pr\u00e9sence d\u2019un hashtag en \u2018trending topic\u2019 disponible au sein du format Spotlight. Par cons\u00e9quent, le co\u00fbt par engagement a fortement baiss\u00e9, de pr\u00e8s de <strong>75%<\/strong> \u00e9galement.<\/li><\/ul>\n\n\n\n<p>Twitter Spotlight a donc jou\u00e9 un vrai r\u00f4le d\u2019acc\u00e9l\u00e9rateur m\u00e9dia, validant enti\u00e8rement la strat\u00e9gie de l\u2019activation combin\u00e9e pour les lancements produits de PlayStation\u00ae, dont l\u2019enjeu est \u00e0 la fois m\u00e9dia et conversationnel.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Contexte Bien connue des gamers et du grand public, PlayStation\u00ae est une marque de Sony Interactive Enternainment, leader mondial du divertissement num\u00e9rique et interactif. A l\u2019\u00e9t\u00e9 2020, PlayStation\u00ae a lanc\u00e9 deux jeux tr\u00e8s attendus sur le march\u00e9\u00a0: The Last Of Us 2 (19 juin) et Ghost of Tsushima (17 juillet). Au sein d\u2019un lancement m\u00e9dia [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":10087,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[137,295],"tags":[],"class_list":["post-10069","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-social-media","category-fil-actualite"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>24h pour r\u00e9ussir le lancement produit de PlayStation\u00ae sur Twitter - Keyade<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.keyade.com\/fr\/blog\/24h-pour-reussir-le-lancement-produit-de-playstation-sur-twitter\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"24h pour r\u00e9ussir le lancement produit de PlayStation\u00ae sur Twitter - Keyade\" \/>\n<meta property=\"og:description\" content=\"Contexte Bien connue des gamers et du grand public, PlayStation\u00ae est une marque de Sony Interactive Enternainment, leader mondial du divertissement num\u00e9rique et interactif. A l\u2019\u00e9t\u00e9 2020, PlayStation\u00ae a lanc\u00e9 deux jeux tr\u00e8s attendus sur le march\u00e9\u00a0: The Last Of Us 2 (19 juin) et Ghost of Tsushima (17 juillet). 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