Converse, a shoe brand known for its weakness for alternative youth culture, has unveiled a new multi-platform marketing campaign called Desire.
The brand pleased fans of alternative music with a new composition, which should become a hit of the campaign. A song called Desire was performed by Kid Cudi, Bethany Cosentino from the Best Coast band, and Rostam Batmanglij from the Vampire Weekend band. The campaign is a continuation of the art strategy of the Three Artists brand, One Song (“Three artists, one song”).
Soon a music video appeared for this campaign.
Every Converse fan has the opportunity to feel like a star. Now a visitor to the campaign website can upload his photo, after which his face will appear in the video, writes popsop.ru
The “material” part of the campaign takes place in the windows of the Schuh store, which is located on Oxford Street, London. Here the Intro agency has installed a real installation of six restaurant TVs, each of which shows the face of the hero of the video clip "Desire". However, the secret of this installation is that there is a motion sensor in the showcase. So if someone walks by, the characters from the screen follow him with their eyes. If the person stops, the characters invite them to look into the store or visit the campaign's Facebook site.
Especially for the online campaign, Perfect Fools agency, together with SoundCloud, an audio file distribution platform, introduced a new online music player specifically for Desire. Its appearance includes visual images that flash in the video clip and set the mood for the video.
Another innovation of the current campaign from Converse is the so-called banner scanner. When you embed a video in a site, this banner scans the graphic content and includes its individual elements in the footage of the music video.
The Desire campaign kicked off on April 13 and will last another month. During this time, static advertising materials will be presented at Shuh stores in major cities in the United Kingdom, including Edinburgh, Belfast, Manchester and Liverpool.