{"id":61966,"date":"2016-07-26T08:05:44","date_gmt":"2016-07-26T06:05:44","guid":{"rendered":"https:\/\/www.brandwatch.com\/fr\/?p=61966"},"modified":"2024-09-10T20:51:58","modified_gmt":"2024-09-10T18:51:58","slug":"qui-sont-les-sponsors-gagnants-du-tour-de-france-sur-les-social-media","status":"publish","type":"post","link":"https:\/\/www.brandwatch.com\/fr\/blog\/qui-sont-les-sponsors-gagnants-du-tour-de-france-sur-les-social-media\/","title":{"rendered":"Qui sont les sponsors gagnants du Tour de France sur les social media"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Le Tour de France 2016 s\u2019est termin\u00e9 hier par une victoire du Britannique Christopher Froome. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Entre le coup d\u2019envoi au Mont Saint Michel le 2 juillet, jusqu\u2019\u00e0 la traditionnelle arriv\u00e9e sur les Champs Elys\u00e9es le 24 juillet 2016, la 103\u00e8me \u00e9dition de la grande boucle a accueilli 12 millions de spectateurs \u00e0 travers les 3 535 km de ses 21 \u00e9tapes.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Troisi\u00e8me \u00e9v\u00e9nement sportif le plus suivi au monde, diffus\u00e9 dans 190 pays devant 3,5 milliards de t\u00e9l\u00e9spectateurs, le Tour de France est un \u00e9v\u00e9nement sportif qui rassemble les foules. Pour preuve ils sont 2,5 millions de fans sur Twitter et 2,1 millions sur Facebook \u00e0 suivre l\u2019actualit\u00e9 de la boucle.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Pas \u00e9tonnant donc que les marques soient si nombreuses \u00e0 s\u2019y associer.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Des 150 millions d\u2019euros de chiffre d\u2019affaire r\u00e9alis\u00e9 par le groupe Amaury Sport Organisation (ASO), organisateur du Tour depuis 1947, <\/span><a href=\"http:\/\/www.capital.fr\/a-la-une\/actualites\/tour-de-france-2015-les-chiffres-d-un-business-juteux\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">40 % proviennent<\/span><\/a><span style=\"font-weight: 400;\"> du sponsoring.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">En utilisant Brandwatch Analytics, notre plateforme de social listening, nous avons analys\u00e9 les retomb\u00e9es social media de 30 sponsors du Tour de France. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Voici ce que nous avons d\u00e9couvert.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">M\u00e9thode de r\u00e9colte des donn\u00e9es<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Le but de cette analyse \u00e9tait de voir s\u2019il y avait un lien entre le prix pay\u00e9 par les sponsors du Tour de France et le volume de mentions re\u00e7ues en ligne.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Chaque mention devait remplir deux conditions pour \u00eatre compt\u00e9e :<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"> La mention devait inclure le nom du partenaire et celui du Tour. Par exemple <\/span><a href=\"https:\/\/www.brandwatch.com\/fr\/2016\/07\/secteur-bancaire-vu-par-les-medias-sociaux\/\"><span style=\"font-weight: 400;\">LCL<\/span><\/a><span style=\"font-weight: 400;\"> et \u00a0\u00ab\u00a0la grande boucle\u00a0\u00bb.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Le nom de la marque et celui du tournoi devaient \u00eatre \u00e0 15 mots d\u2019intervalle maximum.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">L\u2019analyse porte sur la dur\u00e9e du tournoi du 2 au 24 juillet 2016.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Le nombre de mentions obtenues par chaque partenaire a \u00e9t\u00e9 divis\u00e9 par la somme vers\u00e9e par la marque \u00e0 ASO pour \u00e9valuer le co\u00fbt moyen d\u2019une mention.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Le co\u00fbt moyen d\u2019une mention social media<\/span><\/h2>\n<table dir=\"ltr\" style=\"height: 654px;\" border=\"1\" width=\"917\" cellspacing=\"0\" cellpadding=\"0\">\n<colgroup>\n<col width=\"100\" \/>\n<col width=\"100\" \/>\n<col width=\"100\" \/>\n<col width=\"140\" \/>\n<col width=\"120\" \/><\/colgroup>\n<tbody>\n<tr>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:2,&quot;2&quot;:&quot;Rang&quot;}\"><strong>Rang<\/strong><\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:2,&quot;2&quot;:&quot;Marque&quot;}\"><strong>Marque<\/strong><\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:2,&quot;2&quot;:&quot;Nb de mentions*&quot;}\"><strong>Nb de mentions*<\/strong><\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:2,&quot;2&quot;:&quot;Co\\u00fbt du partenariat&quot;}\"><strong>Co\u00fbt du partenariat<\/strong><\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:2,&quot;2&quot;:&quot;Co\\u00fbt par mention&quot;}\" data-sheets-numberformat=\"[null,2,&quot;0.00&quot;,1]\"><strong>Co\u00fbt par mention<\/strong><\/td>\n<\/tr>\n<tr>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:1}\">1<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:2,&quot;2&quot;:&quot;Le Coq Sportif&quot;}\">Le Coq Sportif<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:38614}\">38614<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:1500000}\" data-sheets-numberformat=\"[null,4,&quot;#,##0.00\\\\ [$\\u20ac-1]&quot;]\">1\u00a0500\u00a0000,00 \u20ac<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:38.84601439892267}\" data-sheets-numberformat=\"[null,4,&quot;#,##0.00\\\\ [$\\u20ac-1]&quot;]\" data-sheets-formula=\"=R[0]C[-1]\/R[0]C[-2]\">38,85 \u20ac<\/td>\n<\/tr>\n<tr>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:2}\">2<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:2,&quot;2&quot;:&quot;GoPro&quot;}\">GoPro<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:9666}\">9666<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:450000}\" data-sheets-numberformat=\"[null,4,&quot;#,##0.00\\\\ [$\\u20ac-1]&quot;]\">450\u00a0000,00 \u20ac<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:46.554934823091244}\" data-sheets-numberformat=\"[null,4,&quot;#,##0.00\\\\ [$\\u20ac-1]&quot;]\" data-sheets-formula=\"=R[0]C[-1]\/R[0]C[-2]\">46,55 \u20ac<\/td>\n<\/tr>\n<tr>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:3}\">3<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:2,&quot;2&quot;:&quot;LCL&quot;}\">LCL<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:68229}\">68229<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:5000000}\" data-sheets-numberformat=\"[null,4,&quot;#,##0.00\\\\ [$\\u20ac-1]&quot;]\">5\u00a0000\u00a0000,00 \u20ac<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:73.28262175907605}\" data-sheets-numberformat=\"[null,4,&quot;#,##0.00\\\\ [$\\u20ac-1]&quot;]\" data-sheets-formula=\"=R[0]C[-1]\/R[0]C[-2]\">73,28 \u20ac<\/td>\n<\/tr>\n<tr>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:4}\">4<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:2,&quot;2&quot;:&quot;Ibis&quot;}\">Ibis<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:14485}\">14485<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:1500000}\" data-sheets-numberformat=\"[null,4,&quot;#,##0.00\\\\ [$\\u20ac-1]&quot;]\">1\u00a0500\u00a0000,00 \u20ac<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:103.55540214014498}\" data-sheets-numberformat=\"[null,4,&quot;#,##0.00\\\\ [$\\u20ac-1]&quot;]\" data-sheets-formula=\"=R[0]C[-1]\/R[0]C[-2]\">103,56 \u20ac<\/td>\n<\/tr>\n<tr>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:5}\">5<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:2,&quot;2&quot;:&quot;Carrefour&quot;}\">Carrefour<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:40288}\">40288<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:5000000}\" data-sheets-numberformat=\"[null,4,&quot;#,##0.00\\\\ [$\\u20ac-1]&quot;]\">5\u00a0000\u00a0000,00 \u20ac<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:124.10643367752185}\" data-sheets-numberformat=\"[null,4,&quot;#,##0.00\\\\ [$\\u20ac-1]&quot;]\" data-sheets-formula=\"=R[0]C[-1]\/R[0]C[-2]\">124,11 \u20ac<\/td>\n<\/tr>\n<tr>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:6}\">6<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:2,&quot;2&quot;:&quot;Krys&quot;}\">Krys<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:20105}\">20105<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:3000000}\" data-sheets-numberformat=\"[null,4,&quot;#,##0.00\\\\ [$\\u20ac-1]&quot;]\">3\u00a0000\u00a0000,00 \u20ac<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:149.21661278288983}\" data-sheets-numberformat=\"[null,4,&quot;#,##0.00\\\\ [$\\u20ac-1]&quot;]\" data-sheets-formula=\"=R[0]C[-1]\/R[0]C[-2]\">149,22 \u20ac<\/td>\n<\/tr>\n<tr>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:7}\">7<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:2,&quot;2&quot;:&quot;Dimension Data&quot;}\">Dimension Data<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:8049}\">8049<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:1500000}\" data-sheets-numberformat=\"[null,4,&quot;#,##0.00\\\\ [$\\u20ac-1]&quot;]\">1\u00a0500\u00a0000,00 \u20ac<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:186.35855385762207}\" data-sheets-numberformat=\"[null,4,&quot;#,##0.00\\\\ [$\\u20ac-1]&quot;]\" data-sheets-formula=\"=R[0]C[-1]\/R[0]C[-2]\">186,36 \u20ac<\/td>\n<\/tr>\n<tr>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:8}\">8<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:2,&quot;2&quot;:&quot;AG2R La mondiale&quot;}\">AG2R La mondiale<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:6939}\">6939<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:1500000}\" data-sheets-numberformat=\"[null,4,&quot;#,##0.00\\\\ [$\\u20ac-1]&quot;]\">1\u00a0500\u00a0000,00 \u20ac<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:216.16947686986597}\" data-sheets-numberformat=\"[null,4,&quot;#,##0.00\\\\ [$\\u20ac-1]&quot;]\" data-sheets-formula=\"=R[0]C[-1]\/R[0]C[-2]\">216,17 \u20ac<\/td>\n<\/tr>\n<tr>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:9}\">9<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:2,&quot;2&quot;:&quot;Mavic&quot;}\">Mavic<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:1785}\">1785<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:450000}\" data-sheets-numberformat=\"[null,4,&quot;#,##0.00\\\\ [$\\u20ac-1]&quot;]\">450\u00a0000,00 \u20ac<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:252.10084033613447}\" data-sheets-numberformat=\"[null,4,&quot;#,##0.00\\\\ [$\\u20ac-1]&quot;]\" data-sheets-formula=\"=R[0]C[-1]\/R[0]C[-2]\">252,10 \u20ac<\/td>\n<\/tr>\n<tr>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:10}\">10<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:2,&quot;2&quot;:&quot;Cochonou&quot;}\">Cochonou<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:1741}\">1741<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:450000}\" data-sheets-numberformat=\"[null,4,&quot;#,##0.00\\\\ [$\\u20ac-1]&quot;]\">450\u00a0000,00 \u20ac<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:258.4721424468696}\" data-sheets-numberformat=\"[null,4,&quot;#,##0.00\\\\ [$\\u20ac-1]&quot;]\" data-sheets-formula=\"=R[0]C[-1]\/R[0]C[-2]\">258,47 \u20ac<\/td>\n<\/tr>\n<tr>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:11}\">11<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:2,&quot;2&quot;:&quot;Tissot&quot;}\">Tissot<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:3981}\">3981<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:1500000}\" data-sheets-numberformat=\"[null,4,&quot;#,##0.00\\\\ [$\\u20ac-1]&quot;]\">1\u00a0500\u00a0000,00 \u20ac<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:376.7897513187641}\" data-sheets-numberformat=\"[null,4,&quot;#,##0.00\\\\ [$\\u20ac-1]&quot;]\" data-sheets-formula=\"=R[0]C[-1]\/R[0]C[-2]\">376,79 \u20ac<\/td>\n<\/tr>\n<tr>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:12}\">12<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:2,&quot;2&quot;:&quot;Enedis&quot;}\">Enedis<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:2664}\">2664<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:1500000}\" data-sheets-numberformat=\"[null,4,&quot;#,##0.00\\\\ [$\\u20ac-1]&quot;]\">1\u00a0500\u00a0000,00 \u20ac<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:563.063063063063}\" data-sheets-numberformat=\"[null,4,&quot;#,##0.00\\\\ [$\\u20ac-1]&quot;]\" data-sheets-formula=\"=R[0]C[-1]\/R[0]C[-2]\">563,06 \u20ac<\/td>\n<\/tr>\n<tr>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:13}\">13<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:2,&quot;2&quot;:&quot;Orange&quot;}\">Orange<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:1702}\">1702<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:1500000}\" data-sheets-numberformat=\"[null,4,&quot;#,##0.00\\\\ [$\\u20ac-1]&quot;]\">1\u00a0500\u00a0000,00 \u20ac<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:881.3160987074031}\" data-sheets-numberformat=\"[null,4,&quot;#,##0.00\\\\ [$\\u20ac-1]&quot;]\" data-sheets-formula=\"=R[0]C[-1]\/R[0]C[-2]\">881,32 \u20ac<\/td>\n<\/tr>\n<tr>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:14}\">14<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:2,&quot;2&quot;:&quot;Skoda&quot;}\">Skoda<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:4063}\">4063<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:4000000}\" data-sheets-numberformat=\"[null,4,&quot;#,##0.00\\\\ [$\\u20ac-1]&quot;]\">4\u00a0000\u00a0000,00 \u20ac<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:984.4942160964804}\" data-sheets-numberformat=\"[null,4,&quot;#,##0.00\\\\ [$\\u20ac-1]&quot;]\" data-sheets-formula=\"=R[0]C[-1]\/R[0]C[-2]\">984,49 \u20ac<\/td>\n<\/tr>\n<tr>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:15}\">15<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:2,&quot;2&quot;:&quot;Senseo&quot;}\">Senseo<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:375}\">375<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:450000}\" data-sheets-numberformat=\"[null,4,&quot;#,##0.00\\\\ [$\\u20ac-1]&quot;]\">450\u00a0000,00 \u20ac<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:1200}\" data-sheets-numberformat=\"[null,4,&quot;#,##0.00\\\\ [$\\u20ac-1]&quot;]\" data-sheets-formula=\"=R[0]C[-1]\/R[0]C[-2]\">1\u00a0200,00 \u20ac<\/td>\n<\/tr>\n<tr>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:16}\">16<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:2,&quot;2&quot;:&quot;Le Gaulois&quot;}\">Le Gaulois<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:324}\">324<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:450000}\" data-sheets-numberformat=\"[null,4,&quot;#,##0.00\\\\ [$\\u20ac-1]&quot;]\">450\u00a0000,00 \u20ac<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:1388.888888888889}\" data-sheets-numberformat=\"[null,4,&quot;#,##0.00\\\\ [$\\u20ac-1]&quot;]\" data-sheets-formula=\"=R[0]C[-1]\/R[0]C[-2]\">1\u00a0388,89 \u20ac<\/td>\n<\/tr>\n<tr>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:17}\">17<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:2,&quot;2&quot;:&quot;PowerBar&quot;}\">PowerBar<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:210}\">210<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:450000}\" data-sheets-numberformat=\"[null,4,&quot;#,##0.00\\\\ [$\\u20ac-1]&quot;]\">450\u00a0000,00 \u20ac<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:2142.8571428571427}\" data-sheets-numberformat=\"[null,4,&quot;#,##0.00\\\\ [$\\u20ac-1]&quot;]\" data-sheets-formula=\"=R[0]C[-1]\/R[0]C[-2]\">2\u00a0142,86 \u20ac<\/td>\n<\/tr>\n<tr>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:18}\">18<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:2,&quot;2&quot;:&quot;BIC&quot;}\">BIC<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:144}\">144<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:450000}\" data-sheets-numberformat=\"[null,4,&quot;#,##0.00\\\\ [$\\u20ac-1]&quot;]\">450\u00a0000,00 \u20ac<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:3125}\" data-sheets-numberformat=\"[null,4,&quot;#,##0.00\\\\ [$\\u20ac-1]&quot;]\" data-sheets-formula=\"=R[0]C[-1]\/R[0]C[-2]\">3\u00a0125,00 \u20ac<\/td>\n<\/tr>\n<tr>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:19}\">19<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:2,&quot;2&quot;:&quot;Kleber&quot;}\">Kleber<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:119}\">119<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:450000}\" data-sheets-numberformat=\"[null,4,&quot;#,##0.00\\\\ [$\\u20ac-1]&quot;]\">450\u00a0000,00 \u20ac<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:3781.5126050420167}\" data-sheets-numberformat=\"[null,4,&quot;#,##0.00\\\\ [$\\u20ac-1]&quot;]\" data-sheets-formula=\"=R[0]C[-1]\/R[0]C[-2]\">3\u00a0781,51 \u20ac<\/td>\n<\/tr>\n<tr>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:20}\">20<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:2,&quot;2&quot;:&quot;Sodexo&quot;}\">Sodexo<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:92}\">92<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:450000}\" data-sheets-numberformat=\"[null,4,&quot;#,##0.00\\\\ [$\\u20ac-1]&quot;]\">450\u00a0000,00 \u20ac<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:4891.304347826087}\" data-sheets-numberformat=\"[null,4,&quot;#,##0.00\\\\ [$\\u20ac-1]&quot;]\" data-sheets-formula=\"=R[0]C[-1]\/R[0]C[-2]\">4\u00a0891,30 \u20ac<\/td>\n<\/tr>\n<tr>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:21}\">21<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:2,&quot;2&quot;:&quot;Pressade&quot;}\">Pressade<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:86}\">86<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:450000}\" data-sheets-numberformat=\"[null,4,&quot;#,##0.00\\\\ [$\\u20ac-1]&quot;]\">450\u00a0000,00 \u20ac<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:5232.558139534884}\" data-sheets-numberformat=\"[null,4,&quot;#,##0.00\\\\ [$\\u20ac-1]&quot;]\" data-sheets-formula=\"=R[0]C[-1]\/R[0]C[-2]\">5\u00a0232,56 \u20ac<\/td>\n<\/tr>\n<tr>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:22}\">22<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:2,&quot;2&quot;:&quot;McCain&quot;}\">McCain<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:77}\">77<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:450000}\" data-sheets-numberformat=\"[null,4,&quot;#,##0.00\\\\ [$\\u20ac-1]&quot;]\">450\u00a0000,00 \u20ac<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:5844.1558441558445}\" data-sheets-numberformat=\"[null,4,&quot;#,##0.00\\\\ [$\\u20ac-1]&quot;]\" data-sheets-formula=\"=R[0]C[-1]\/R[0]C[-2]\">5\u00a0844,16 \u20ac<\/td>\n<\/tr>\n<tr>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:23}\">23<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:2,&quot;2&quot;:&quot;Banette&quot;}\">Banette<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:74}\">74<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:450000}\" data-sheets-numberformat=\"[null,4,&quot;#,##0.00\\\\ [$\\u20ac-1]&quot;]\">450\u00a0000,00 \u20ac<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:6081.081081081081}\" data-sheets-numberformat=\"[null,4,&quot;#,##0.00\\\\ [$\\u20ac-1]&quot;]\" data-sheets-formula=\"=R[0]C[-1]\/R[0]C[-2]\">6\u00a0081,08 \u20ac<\/td>\n<\/tr>\n<tr>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:24}\">24<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:2,&quot;2&quot;:&quot;Vittel&quot;}\">Vittel<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:429}\">429<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:3000000}\" data-sheets-numberformat=\"[null,4,&quot;#,##0.00\\\\ [$\\u20ac-1]&quot;]\">3\u00a0000\u00a0000,00 \u20ac<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:6993.006993006993}\" data-sheets-numberformat=\"[null,4,&quot;#,##0.00\\\\ [$\\u20ac-1]&quot;]\" data-sheets-formula=\"=R[0]C[-1]\/R[0]C[-2]\">6\u00a0993,01 \u20ac<\/td>\n<\/tr>\n<tr>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:25}\">25<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:2,&quot;2&quot;:&quot;X.tra&quot;}\">X.tra<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:138}\">138<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:1500000}\" data-sheets-numberformat=\"[null,4,&quot;#,##0.00\\\\ [$\\u20ac-1]&quot;]\">1\u00a0500\u00a0000,00 \u20ac<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:10869.565217391304}\" data-sheets-numberformat=\"[null,4,&quot;#,##0.00\\\\ [$\\u20ac-1]&quot;]\" data-sheets-formula=\"=R[0]C[-1]\/R[0]C[-2]\">10\u00a0869,57 \u20ac<\/td>\n<\/tr>\n<tr>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:26}\">26<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:2,&quot;2&quot;:&quot;Bostik&quot;}\">Bostik<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:38}\">38<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:450000}\" data-sheets-numberformat=\"[null,4,&quot;#,##0.00\\\\ [$\\u20ac-1]&quot;]\">450\u00a0000,00 \u20ac<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:11842.105263157895}\" data-sheets-numberformat=\"[null,4,&quot;#,##0.00\\\\ [$\\u20ac-1]&quot;]\" data-sheets-formula=\"=R[0]C[-1]\/R[0]C[-2]\">11\u00a0842,11 \u20ac<\/td>\n<\/tr>\n<tr>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:27}\">27<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:2,&quot;2&quot;:&quot;Haribo&quot;}\">Haribo<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:112}\">112<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:1500000}\" data-sheets-numberformat=\"[null,4,&quot;#,##0.00\\\\ [$\\u20ac-1]&quot;]\">1\u00a0500\u00a0000,00 \u20ac<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:13392.857142857143}\" data-sheets-numberformat=\"[null,4,&quot;#,##0.00\\\\ [$\\u20ac-1]&quot;]\" data-sheets-formula=\"=R[0]C[-1]\/R[0]C[-2]\">13\u00a0392,86 \u20ac<\/td>\n<\/tr>\n<tr>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:28}\">28<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:2,&quot;2&quot;:&quot;Antargaz&quot;}\">Antargaz<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:86}\">86<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:1500000}\" data-sheets-numberformat=\"[null,4,&quot;#,##0.00\\\\ [$\\u20ac-1]&quot;]\">1\u00a0500\u00a0000,00 \u20ac<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:17441.86046511628}\" data-sheets-numberformat=\"[null,4,&quot;#,##0.00\\\\ [$\\u20ac-1]&quot;]\" data-sheets-formula=\"=R[0]C[-1]\/R[0]C[-2]\">17\u00a0441,86 \u20ac<\/td>\n<\/tr>\n<tr>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:29}\">29<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:2,&quot;2&quot;:&quot;Teisseire&quot;}\">Teisseire<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:54}\">54<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:1500000}\" data-sheets-numberformat=\"[null,4,&quot;#,##0.00\\\\ [$\\u20ac-1]&quot;]\">1\u00a0500\u00a0000,00 \u20ac<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:27777.777777777777}\" data-sheets-numberformat=\"[null,4,&quot;#,##0.00\\\\ [$\\u20ac-1]&quot;]\" data-sheets-formula=\"=R[0]C[-1]\/R[0]C[-2]\">27\u00a0777,78 \u20ac<\/td>\n<\/tr>\n<tr>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:30}\">30<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:2,&quot;2&quot;:&quot;Cornetto&quot;}\">Cornetto<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:12}\">12<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:450000}\" data-sheets-numberformat=\"[null,4,&quot;#,##0.00\\\\ [$\\u20ac-1]&quot;]\">450\u00a0000,00 \u20ac<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:37500}\" data-sheets-numberformat=\"[null,4,&quot;#,##0.00\\\\ [$\\u20ac-1]&quot;]\" data-sheets-formula=\"=R[0]C[-1]\/R[0]C[-2]\">37\u00a0500,00 \u20ac<\/td>\n<\/tr>\n<tr>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:2,&quot;2&quot;:&quot;Moyenne&quot;}\"><em>Moyenne<\/em><\/td>\n<td style=\"text-align: center;\"><em>\u00a0<\/em><\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:7489.366666666667}\" data-sheets-numberformat=\"[null,2,&quot;0&quot;,1]\" data-sheets-formula=\"=AVERAGE(R[-30]C[0]:R[-1]C[0])\"><em>7489<\/em><\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:1426666.6666666667}\" data-sheets-numberformat=\"[null,4,&quot;#,##0.00\\\\ [$\\u20ac-1]&quot;]\" data-sheets-formula=\"=AVERAGE(R[-30]C[0]:R[-1]C[0])\"><em>1\u00a0426\u00a0666,67 \u20ac<\/em><\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{&quot;1&quot;:3,&quot;3&quot;:5458.628569032373}\" data-sheets-numberformat=\"[null,4,&quot;#,##0.00\\\\ [$\\u20ac-1]&quot;]\" data-sheets-formula=\"=AVERAGE(R[-30]C[0]:R[-1]C[0])\"><em>5\u00a0458,63 \u20ac<\/em><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>&nbsp;<\/p>\n<p><em>*Cette analyse ne porte que sur les earned mentions (mentions gagn\u00e9es de mani\u00e8re organique par la marque), les owned medias (comptes sociaux et sites propres \u00e0 la marque) ayant \u00e9t\u00e9 exclus.<\/em><\/p>\n<p><em>**La valeur des partenariats utilis\u00e9e lors de cette analyse sont des estimations tir\u00e9es de divers articles : <a href=\"http:\/\/www.la-croix.com\/Sport\/La-course-aux-sponsors-sur-le-Tour-de-France-2015-07-13-1334024\" target=\"_blank\" rel=\"noopener\">partenaires club<\/a>, <a href=\"http:\/\/www.capital.fr\/a-la-une\/actualites\/tour-de-france\/sponsors-salaires-droits-tv-lutte-anti-dopage-le-business-du-tour-de-france-408128\/caravane-publicitaire-partenaires-pres-de-50-millions-d-euros-en-jeu-pour-l-organisateur-du-tour-de-france\" target=\"_blank\" rel=\"noopener\">partenaires et fournisseurs officiels<\/a>, <a href=\"http:\/\/www.velowire.com\/article\/909\/fr\/changements-de-partenaires-du-tour-de-france---et-le-maillot-vert---et-le-maillot-blanc---.html\" target=\"_blank\" rel=\"noopener\">supporters officiels<\/a>.<\/em><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Le Coq Sportif\u00a0arrive en t\u00eate de ce classement avec un co\u00fbt par mention inf\u00e9rieur \u00e0 40 \u20ac. Cornetto se place en derni\u00e8re place avec un co\u00fbt par mention de 37 500 \u20ac.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ce tableau permet de voir que les deux sponsors qui se placent en t\u00eate de classement ne sont pas ceux qui payent le plus. Go Pro fait d&rsquo;ailleurs partie des sponsors d\u00e9pensant le moins avec un ticket d&rsquo;entr\u00e9 \u00e0 450 000 \u20ac. Cependant le <\/span><span style=\"font-weight: 400;\"><a href=\"https:\/\/www.brandwatch.com\/fr\/2015\/10\/mesurer-le-roi-des-medias-sociaux-le-guide-du-debutant\/\">retour sur investissement<\/a>\u00a0ne semble pas forc\u00e9ment li\u00e9 au co\u00fbt initial\u00a0puisque LCL, le sponsor historique qui est \u00e9galement celui qui paye le plus, se place en 3\u00e8me place de ce classement.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Si l&rsquo;on prend\u00a0en consid\u00e9ration le co\u00fbt moyen par mention de 5 458 \u20ac, il semblerait que le Tour de France ne soit pas une op\u00e9ration de sponsoring rentable pour McCain, Banette, Vittel, X.Tra, Bostik Haribo, Antargaz, Teisseire et Cornetto qui payent au dessus de ce seuil.<\/span><\/p>\n<h2>Zoom sur GoPro<\/h2>\n<p>En analysant les mentions autour de GoPro de plus pr\u00e8s, on voit que la nature visuelle de la marque a \u00e9t\u00e9 un atout cl\u00e9 dans le succ\u00e8s de ce sponsorship avec l&rsquo;omnipr\u00e9sence des mots tels que <em>Watch,<\/em>\u00a0<em>Footage<\/em> ou encore <em>GoPro highlights <\/em>(les moments forts de chaque \u00e9tape).<\/p>\n<p>En effet, la marque s&rsquo;est associ\u00e9e avec les organisateurs du Tour et l&rsquo;\u00e9quipe Velon pour \u00e9quiper les v\u00e9los et les voitures de cam\u00e9ras permettant de\u00a0capter des vid\u00e9o\u00a0offrant un point de vue in\u00e9dit de la course et des backstages comme si vous y \u00e9tiez.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-large wp-image-61968 aligncenter\" src=\"https:\/\/www.brandwatch.com\/fr\/wp-content\/uploads\/2016\/07\/Screen-Shot-2016-07-25-at-14.56.28-1024x516.png\" alt=\"Tour de France_GoPro\" width=\"940\" height=\"474\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>La\u00a0volum\u00e9trie quotidienne des comptes GoPro d\u00e9montre que la marque a su optimiser son contenu et sa position de partenaire\u00a0en \u00e9tant continuellement active tout au long de l&rsquo;\u00e9v\u00e9nement. <img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-61969\" src=\"https:\/\/www.brandwatch.com\/fr\/wp-content\/uploads\/2016\/07\/Screen-Shot-2016-07-25-at-15.40.07-1024x347.png\" alt=\"Tour de France Owned\" width=\"940\" height=\"319\" \/><\/p>\n<p>Sur le sch\u00e9ma ci-dessus on constate 3 pics d&rsquo;activit\u00e9 qui ont largement \u00e9t\u00e9 repris par le public, contribuant au succ\u00e8s de ce sponsorship.<\/p>\n<p>Le premier le 9 juillet correspondant \u00e0 la chute d&rsquo;une banderole publicitaire\u00a0sur Adam Yates captur\u00e9e par une cam\u00e9ra GoPro, vid\u00e9os retweet\u00e9 pr\u00e8s de 450 fois<\/p>\n<blockquote class=\"twitter-tweet\" data-lang=\"fr\">\n<p dir=\"ltr\" lang=\"en\"><a href=\"https:\/\/twitter.com\/hashtag\/Stage7?src=hash\" target=\"_blank\" rel=\"noopener\">#Stage7<\/a> of <a href=\"https:\/\/twitter.com\/hashtag\/TDF2016?src=hash\" target=\"_blank\" rel=\"noopener\">#TDF2016<\/a> saw <a href=\"https:\/\/twitter.com\/AdamYates7\" target=\"_blank\" rel=\"noopener\">@AdamYates7<\/a> leading the pack until a banner came crashing down in the final stretch! <a href=\"https:\/\/twitter.com\/hashtag\/GoPro?src=hash\" target=\"_blank\" rel=\"noopener\">#GoPro<\/a><a href=\"https:\/\/t.co\/zJvyAZYaID\">https:\/\/t.co\/zJvyAZYaID<\/a><\/p>\n<p>\u2014 GoPro (@GoPro) <a href=\"https:\/\/twitter.com\/GoPro\/status\/751779196213399552\" target=\"_blank\" rel=\"noopener\">9 juillet 2016<\/a><\/p><\/blockquote>\n<p><script src=\"\/\/platform.twitter.com\/widgets.js\" async=\"\" charset=\"utf-8\"><\/script><\/p>\n<p>Le second, le 12 juillet en proposant une vid\u00e9o r\u00e9trospective des temps forts de la premi\u00e8re moiti\u00e9 du Tour.<\/p>\n<blockquote class=\"twitter-tweet\" data-lang=\"fr\"><p>Relive all the best action from Stages 1-7 of <a href=\"https:\/\/twitter.com\/LeTour\" target=\"_blank\" rel=\"noopener\">@LeTour<\/a>! <a href=\"https:\/\/twitter.com\/hashtag\/GoPro?src=hash\" target=\"_blank\" rel=\"noopener\">#GoPro<\/a> <a href=\"https:\/\/twitter.com\/hashtag\/TDF?src=hash\" target=\"_blank\" rel=\"noopener\">#TDF<\/a> <a href=\"https:\/\/twitter.com\/hashtag\/TDF2016?src=hash\" target=\"_blank\" rel=\"noopener\">#TDF2016<\/a> #?<a href=\"https:\/\/t.co\/LGDJovKcLF\">https:\/\/t.co\/LGDJovKcLF<\/a><\/p>\n<p>\u2014 GoPro (@GoPro) <a href=\"https:\/\/twitter.com\/GoPro\/status\/752898846930325504\" target=\"_blank\" rel=\"noopener\">12 juillet 2016<\/a><\/p><\/blockquote>\n<p><script src=\"\/\/platform.twitter.com\/widgets.js\" async=\"\" charset=\"utf-8\"><\/script><\/p>\n<p>Le troisi\u00e8me, le 24 juillet, dernier jour du Tour, une image \u00ab intime \u00bb du vainqueur pour la troisi\u00e8me fois cons\u00e9cutive de la grande boucle, Chris Froome.<\/p>\n<blockquote class=\"twitter-tweet\" data-lang=\"fr\">\n<p style=\"text-align: left;\">That&rsquo;s a 3-peat for <a href=\"https:\/\/twitter.com\/chrisfroome\" target=\"_blank\" rel=\"noopener\">@ChrisFroome<\/a>! Bravo for taking your third <a href=\"https:\/\/twitter.com\/LeTour\" target=\"_blank\" rel=\"noopener\">@letour<\/a> title today. <a href=\"https:\/\/twitter.com\/hashtag\/TDF2016?src=hash\" target=\"_blank\" rel=\"noopener\">#TDF2016<\/a> <a href=\"https:\/\/twitter.com\/hashtag\/GoPro?src=hash\" target=\"_blank\" rel=\"noopener\">#GoPro<\/a> <a href=\"https:\/\/twitter.com\/hashtag\/YellowJersey?src=hash\" target=\"_blank\" rel=\"noopener\">#YellowJersey<\/a> <a href=\"https:\/\/t.co\/LXjY298GD5\">pic.twitter.com\/LXjY298GD5<\/a><\/p>\n<p style=\"text-align: left;\">\u2014 GoPro (@GoPro) <a href=\"https:\/\/twitter.com\/GoPro\/status\/757275804929622016\" target=\"_blank\" rel=\"noopener\">24 juillet 2016<\/a><\/p>\n<\/blockquote>\n<p>En se penchant sur les donn\u00e9es d\u00e9mographiques, on constate sans trop de surprises que 73 % du buzz GoPro pendant le Tour de France \u00e9manait\u00a0d&rsquo;hommes.<\/p>\n<p>Fait plus int\u00e9ressant, le deuxi\u00e8me centre d&rsquo;int\u00e9r\u00eat le plus repr\u00e9sent\u00e9 dans l&rsquo;audience de GoPro pendant le Tour de France est la famille et de l&rsquo;\u00e9ducation, un aspect inattendu que la marque\u00a0pourrait mettre \u00e0 profit lors de\u00a0ses prochaines campagnes\u00a0de sponsoring.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-61979 size-full\" src=\"https:\/\/www.brandwatch.com\/fr\/wp-content\/uploads\/2016\/07\/TDF2016-GoPRo.png\" alt=\"TDF2016 GoPRo\" width=\"1300\" height=\"566\" \/><\/p>\n<p>&nbsp;<\/p>\n<h2><\/h2>\n<h2><\/h2>\n<h2><\/h2>\n<h2><\/h2>\n<h2><\/h2>\n<h2><\/h2>\n<h2><\/h2>\n<h2><\/h2>\n<h2><\/h2>\n<h2><\/h2>\n<h2><\/h2>\n<h2><\/h2>\n<h2><\/h2>\n<h2>L&rsquo;exemple de la team Ibis<\/h2>\n<p>D&rsquo;autre partenaires dans d&rsquo;autres secteurs d&rsquo;activit\u00e9 ont \u00e9galement su tirer\u00a0maximum de leur statut de sponsors.<\/p>\n<p>C&rsquo;est le cas d&rsquo;Ibis par exemple qui a mis\u00a0\u00e0 profit 3 diff\u00e9rents comptes Twitter (<a href=\"https:\/\/twitter.com\/ibishotels_fr\" target=\"_blank\" rel=\"noopener\">Ibis H\u00f4tels<\/a>, <a href=\"https:\/\/twitter.com\/ibisStyles_FR\" target=\"_blank\" rel=\"noopener\">Ibis Styles<\/a> et <a href=\"https:\/\/twitter.com\/ibisbudget_FR\" target=\"_blank\" rel=\"noopener\">Ibis Budget<\/a>) pour f\u00e9d\u00e9rer l&rsquo;ensemble de ses communaut\u00e9s autours d&rsquo;une seule et m\u00eame campagne : #TeamIbis.<\/p>\n<p>Ibis a su coordonner son\u00a0activit\u00e9 digitale avec son activit\u00e9 \u00ab physique \u00bb, en partageant\u00a0des contenus\u00a0interactifs tout au long du Tour mettant en sc\u00e8ne la Team Ibis pr\u00e9sente \u00e0 chaque \u00e9tape.<\/p>\n<blockquote class=\"twitter-tweet\" data-lang=\"fr\">\n<p dir=\"ltr\" lang=\"fr\">Goooood morning la Twittosph\u00e8re ! La <a href=\"https:\/\/twitter.com\/hashtag\/Teamibis?src=hash\" target=\"_blank\" rel=\"noopener\">#Teamibis<\/a> est d\u00e9j\u00e0 au taquet avec son bikemove ! <a href=\"https:\/\/twitter.com\/hashtag\/TDF2016?src=hash\" target=\"_blank\" rel=\"noopener\">#TDF2016<\/a><a href=\"https:\/\/t.co\/XgfnTh3lTG\">https:\/\/t.co\/XgfnTh3lTG<\/a><\/p>\n<p>\u2014 ibis H\u00f4tels FR (@ibisHotels_FR) <a href=\"https:\/\/twitter.com\/ibisHotels_FR\/status\/756748694704107520\" target=\"_blank\" rel=\"noopener\">23 juillet 2016<\/a><\/p><\/blockquote>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>Bien entendu le retour sur investissement d&rsquo;un partenariats de ce genre va\u00a0au del\u00e0 des mentions r\u00e9colt\u00e9es sur le web social. Cette recherche vise \u00e0 montrer\u00a0une autre mani\u00e8re de mesurer\u00a0le ROI du sponsorship sportif, qui vient compl\u00e9ter d&rsquo;autre m\u00e9thodes plus traditionnelles comme le nombre de\u00a0mentions dans la presse et\/ou d\u2019apparition \u00e0 la t\u00e9l\u00e9vision.<br \/>\nAvec des millions de conversations se d\u00e9roulant sur le web social chaque jour, les sponsors\u00a0ont l&rsquo;opportunit\u00e9 avec les bons outils, de\u00a0mesurer, analyser et comparer le buzz qu\u2019ils g\u00e9n\u00e8rent en ligne.<\/p>\n<p><a href=\"\/fr\/demo\" target=\"_blank\" rel=\"noopener\">D\u00e9couvrez comment Brandwatch Analytics peut vous aider \u00e0 mieux mesurer vos activit\u00e9s marketing en demandant une d\u00e9mo gratuite.<\/a><\/p>\n<p><script src=\"\/\/platform.twitter.com\/widgets.js\" async=\"\" charset=\"utf-8\"><\/script><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Le Tour de France 2016 s\u2019est termin\u00e9 hier par une victoire du Britannique Christopher Froome. Entre le coup d\u2019envoi au Mont Saint Michel le 2 juillet, jusqu\u2019\u00e0 la traditionnelle arriv\u00e9e sur les Champs Elys\u00e9es le 24 juillet 2016, la 103\u00e8me \u00e9dition de la grande boucle a accueilli 12 millions de spectateurs \u00e0 travers les 3 [&hellip;]<\/p>\n","protected":false},"author":231,"featured_media":61967,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false},"categories":[3479,3122,3476],"tags":[],"class_list":["post-61966","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","category-observation","category-recherche"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.brandwatch.com\/fr\/wp-json\/wp\/v2\/posts\/61966","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.brandwatch.com\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.brandwatch.com\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.brandwatch.com\/fr\/wp-json\/wp\/v2\/users\/231"}],"replies":[{"embeddable":true,"href":"https:\/\/www.brandwatch.com\/fr\/wp-json\/wp\/v2\/comments?post=61966"}],"version-history":[{"count":0,"href":"https:\/\/www.brandwatch.com\/fr\/wp-json\/wp\/v2\/posts\/61966\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.brandwatch.com\/fr\/wp-json\/wp\/v2\/media\/61967"}],"wp:attachment":[{"href":"https:\/\/www.brandwatch.com\/fr\/wp-json\/wp\/v2\/media?parent=61966"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.brandwatch.com\/fr\/wp-json\/wp\/v2\/categories?post=61966"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.brandwatch.com\/fr\/wp-json\/wp\/v2\/tags?post=61966"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}