Seen in Contagious Magazine
Everybody in advertising wears Converse - now everyone wearing Converse can be in advertising...
In celebration of their 100th birthday, Converse has launched an innovative new campaign in Japan that allows fans of the brand to do their advertising for them.
The campaign allows members of the brand’s loyal army of devoted followers to appoint themselves as ad agency, taking on a series of promotional challenges hosted on a dedicated website. The tasks include the creative customisation of advertising banners and avatars, which can then be used to promote the brand beyond the confines of the site itself. The more successful their promotion, the more points the user is awarded - these can eventually be exchanged for exclusive Converse products.
The sharing of material between individual 'agencies' is also encouraged, along with feedback, creating an environment that is part faux-industry and part social community.
This is a savvy little campaign by Converse, targeted at precisely the right market. The Japanese are always partial to a bit of brand worship and will be more than willing to jump through some engaging little hoops if it means getting their hands on some limited edition goodies...
The website is in Japanese, but it's worth a look none the less:
http://thankyou.converse.co.jp/
