Converse Runs Full Court Press Campaign
Converse staged a homepage takeover on YouTube.com yesterday as part of a multi-faceted fast break campaign that covers virtually all media.
The campaign is built around Converse’s collaboration with musical artists Pharrel Williams, Santogold and Julian Casablancas to produce the “My Drive Thru” music track.
The debut of the resulting music video of that tune generated 750,000 video streams on MySpace and YouTube in the four days following its release on July 9, when it also premiered on MTV.
Broadcast and cable TV ads in 30- and 60-second versions also started running yesterday across the MTV Networks. Those ads were produce and animated by Psyop in collaboration with Converse advertising partner Anomaly and music promotions partner Cornerstone.
“This is without a doubt, the biggest campaign we’ve put out as a brand,” said Converse spokesman Jonathan Finn. “We wanted to do something in the music world.
Part of our mission in the world is to foster creativity.”
The campaign targets music fans. The timing coincides with the prime summer selling season for athletic footwear.
Outdoor and transit ads are being posted in eight major markets, including New York City, Los Angeles, Chicago, Austin, Miami, San Francisco, Portland and Seattle. Those ads are based on a print campaign launched with the track release which will continue in music publications through the summer.
The digital takeover on YouTube was accompanied by banner ads and streaming video posted on MySpace.com, MTV.com, imeem.com, Pitchfork.com, Stereogum.com, Pandora.com, Last.fm, AOL Sessions and Complex Media Network.
The cinema advertising is launching on July 18 in top 30 markets.
