“
Who for vocal during the match?
», «
Your top 10 shonen the team?
“, “
Available for ranked
”.
These advertising posters, written in a mysterious language for those over 25, have been displayed for several days in public transport in Paris, Bordeaux, Lille, Marseille and Nantes.
They are the result of Discord, an American social application at the crossroads of the forum and the chat mixing text, voice and video.
This is the company's first international communication campaign, which claims 150 million monthly users worldwide.
Among them, 80% are between 13 and 24 years old.
"
France is one of our biggest markets outside of the United States
," says Jesse Wofford, Discord's director of product marketing.
According to Médiamétrie, 7.6 million French people use the application each month.
Daily users are 2.2 million, which puts Discord on the same level as LinkedIn or Pinterest.
And our country is full of particularities that are of great interest to the company.
Read alsoWhat is Discord, the most downloaded application in France since confinement?
Discord was first used by PC video game players to be able to chat with each other during their games.
But in France, 67% of Discord "
servers
", which can be roughly compared to private forums, do not concern the world of gaming: sport, pop culture, music, Japanese animation, cryptoactives
... with more than 30 members are also more numerous than the average in France, and users connect more on mobile
,” continues Jesse Wofford.
Above all, Discord claims that its brand is known by 83% of young French people aged 13 to 24.
Its communication campaign is primarily aimed at them by borrowing their language and their interest in video games, manga and football, in order to encourage them to use an application that it promises is very different from a social network.
Attacking French universities
Discord presents itself as the opposite of an Instagram or a TikTok, where the user seeks to reach the widest possible audience with their content.
“
A Discord server is like a small living room, where you meet people who have common tastes and find your friends to chat with them.
90% of the servers have less than 15 members and are only accessible by invitation
”, explains the product marketing director.
The application, which adopted the slogan "
Chill [relax], discuss, share
", does not monetize the data of its users.
Its only source of income is Nitro, a 10 euro per month subscription that unlocks features, such as high definition image quality during video chats.
The company, which has 650 employees, is valued at $14.7 billion after raising $500 million in September 2021. Microsoft had wanted to acquire Discord a few months earlier, but the platform had preferred to remain independent.
Read alsoThe whooping Discord raises 500 million
To continue its conquest of young French people, Discord intends to develop “ Student Poles
” in the country
, i.e. servers reserved for members of a university or a Grande Ecole.
The latter will only be able to join them after verifying their university email address.
These “
poles
” are a directory of all the servers administered by students from these schools, whether they are dedicated to lessons or leisure.
Something else to socialize on campus.