CONVERSE
LAUNCHES NEW
ADVERTISING CAMPAIGN BUILT
AROUND THE
HIT SUMMER TRACK
MY DRIVE THRU --
CREATIVE SPOTLIGHTS
ALL-ORIGINAL
MUSIC COLLABORATION WITH
PHARRELL WILLIAMS,
N.E.R.D.,
SANTOGOLD, AND JULIAN CASABLANCAS
My
Drive Thru’s Music Video Debuts in Top Ten Most Watched
Videos on MySpace – Receiving Widespread Acclaim from
Fans and Generating More Than 750,000 Streams on Leading
Internet Portals in First Four Days
Supporting
Advertising Includes Television,
Print, Outdoor,
Digital and Cinema
NORTH
ANDOVER, Mass. (July 15, 2008) - Converse, the creator
of iconic shoes including the Chuck Taylor® All Star®,
Jack Purcell® and One Star® shoes, today launched
a multi-media advertising campaign built around the company’s
recent “Three Artists, One Song,” music collaboration
with Pharrell Williams, N.E.R.D., Santogold and Julian
Casablancas. The resulting track, My
Drive Thru, was released
in June to music fans globally via free digital download
at converse.com and a corresponding music video was released
on July 9 with a myspace.com online premiere followed by
a broadcast premiere on MTV. The ad campaign includes television,
print, outdoor, digital and cinema advertising.
“Music is central to the Converse brand and we’re
excited to launch this campaign which further activates
our commitment to being a catalyst for creativity,” said
Geoff Cottrill, Chief Marketing Officer of Converse. “It
has been totally gratifying to get My
Drive Thru to music
fans across the world as a favorite summer song, a must-see
music video, and now a range of engaging advertising that
brings the music and Converse’s intention to inspire
creativity to consumers worldwide.”
Converse has long been associated with the worlds of music,
sport, art and fashion. The campaign is inspired by the
brand’s rich musical heritage – most notably,
the Chuck Taylor All Star shoe which is iconic in the world
of rock n’ roll. The new Converse campaign takes
an innovative marketing approach in that all components
were inspired by the creation of the original music track.
The artists were given total creative freedom and brand
direction was solely for the artists to collaboratively
produce “a great piece of music,” that was
true to the each of their musical styles.
My
Drive Thru has received considerable acclaim from both
fans and critics. The debut of the music video on MySpace.com,
YouTube.com and other leading outlets resulted in more
than 750,000 video streams in the first four days. In its
first day, it placed among the Top 10 most viral videos
on the internet according to viralvideochart.com.
Converse
advertising plans include:
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Television advertising, in 30 and 60
second versions begins to air today nationally on broadcast
and cable outlets including NBC, MTV, MTV2, BET, Cartoon
Network (Adult Swim), Comedy Central, VH1, E!, Fuel,
Fuse, Current and Music Choice. The television ads
were produced and animated by Psyop (New York) in collaboration
with both internal creative, lead Converse advertising
partner, Anomaly (New York), and music promotions partner,
Cornerstone (New York.)
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Massive outdoor and transit advertising installations
featuring the lead artists are now being posted in
eight markets, including New York City, Los Angeles,
Chicago, Portland, Austin, Seattle, Miami and San Francisco.
The outdoor creative is based on print advertising
that was launched earlier in the summer in conjunction
with the track release. In addition to Pharrell Williams,
N.E.R.D., Santogold and Julian Casablancas, outdoor
visuals feature a range of emerging musical talent
from across the globe, including MGMT, Kid Sister,
YACHT, Bradford Cox and members of Gallows, Fiery Furnaces,
Does It Offend You, Yeah?, and Care Bears on Fire.
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Digital advertising plans include a homepage takeover
on YouTube.com on July 16 as well as banner ads and
streaming video on sites including MySpace.com, MTV.com,
imeem.com, Pitchfork.com, Stereogum.com, pandora.com,
Last.fm, AOL Sessions, and Complex Media Network.
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Cinema advertising will bring the creative to the
big screen beginning on July 18 in top 30 markets.
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Print advertising began running in several music-focused
publications in June and will continue. |
To
view and download the initial press release announcing
the launch of the track as well as images, go to: http://mnr.onthescene.com/converse/mydrivethru.html.
About
Converse:
Converse
Inc., based in N. Andover, Massachusetts,
is a wholly owned subsidiary of Nike, Inc.
Established in 1908, the Converse brand has
built a reputation as “America’s
Original Sports Company”™ and
has been associated with a rich heritage
of legendary shoes such as the Chuck Taylor® All
Star® shoe, the Jack Purcell® shoe
and the One Star® shoe. Today, Converse
offers a diverse portfolio including premium
lifestyle men's and women's footwear and
apparel. Converse product is sold globally
by retailers in over 160 countries and through
25 company-owned retail locations in the
U.S. For more information, visit Converse
on the web at: www.converse.com.
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