Shoe Brand Converse Rolls Out Innovative Online Promotional Activity
As part of a global project called 'Sneakers Would', shoe brand Converse is gearing to launch a new online platform which will see "boring parts of the Internet" such as ads transformed into interesting images, games and event invitations.
The project, which Converse created in collaboration with Anomaly Amsterdam and SuperHeroes Amsterdam, will be rolled out unexpectedly to Internet users in the cities of Amsterdam, Barcelona, London, Madrid and Paris throughout September and October this year.
Using interactive platform The Ticket, a Chrome and Firefox extension, people will be invited to 70 live shows that have been planned across Europe, while Converse enthusiasts will also be asked to answer the question "What would sneakers do?" and to take part in a range of "impulsive opportunities" in their cities.
The marketing project has been designed to complement the launch of the Fall 2014 Converse All Star sneaker collection.
VP of Marketing for Converse All Star, Rodney Rambo, commented: "We're excited to bring the Converse Sneakers Would experience to Europe. The Chuck Taylor [shoe] has been a symbol of youthful spontaneity for almost 100 years, and we love that it continues to inspire people to follow their hearts and live in the moment."