Rieker
Converse lures the buyer with the power of art on the streets and on the Internet
29.04.2011 1943

Converse lures the buyer with the power of art on the streets and on the Internet

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.

Converse, a shoe brand known for its weakness for alternative youth culture, has unveiled a new multi-platform marketing campaign called Desire ...
5
1
Rating
Midinblu

Latest News

The "Honest Mark" product labeling system app has been downloaded over 2 million times

The operator of the goods labeling system, the Center for the Development of Advanced Technologies (CRPT), notes that the "Honest Sign" application, which serves to check the legality of goods by consumers and obtain additional information on ...
18.01.2021 27

Paris has banned the holding of Fashion Week with the presence of the public

The two Fashion Weeks that were scheduled to take place in Paris in January - men's ready-to-wear and haute couture - will be exclusively digital as the French authorities decided to keep the ban on events with ...
18.01.2021 35

London Fashion Week will be digital

London Fashion Week will be held from 19 to 23 February 2021, taking into account the latest government restrictions in connection with the Covid-19 quarantine, the event will be digital.
18.01.2021 32

Gallery Shoes & Fashion postponed to April

The dates of the Gallery Shoes & Fashion exhibition in Dusseldorf have been postponed again. The event organizers decided to postpone the exhibition until April.
15.01.2021 213

Louis Vuitton launches pop-up to support Virgil Abloh's vintage sneakers

On the eve of Paris Men's Fashion Week, on January 8, a new Louis Vuitton pop-up project called “Louis Vuitton: Walk in the Park” was launched in the French capital.
15.01.2021 221
When you sign up, you will receive weekly news and articles about the shoe business on your e-mail.

To the beginning