Converse Debuts Global "Connectivity" Campaign With Music Video
Converse today is launching a multi-media ad campaign around the recent collaboration between musicians Pharrell Williams, Julian Casablancas and Santogold that produced the song "My Drive Thru." The campaign will include TV, print, outdoor, digital and cinema advertising (Converse). ADWEEK's Eleftheria Parpis reports Converse is the "latest in a growing list of companies turning to music to amplify their marketing messages," as musicians are finding advertising "a healthier source of promotional funding than a traditional record label." The brand is celebrating its 100th anniversary this year with the global "Connectivity" campaign that includes "My Drive Thru," and Converse "hopes the song and its music video/commercial extensions will add another level of energy and dimension" to the effort. Until this summer, the campaign, which debuted in February, was "limited to print and outdoor with images of a broad range of iconic pop figures ... wearing Converse's Chuck Taylor sneakers." Cornerstone Promotion co-CEO Jon Cohen: "Brands enable good music to really reach their target audience. As record sales and revenue sources for artists decline, relationships with brands help fill that void." However, Parpis writes "producing a piece of brand-sponsored content can present a challenge: How to balance the marketing and artistic objectives." Anomaly Head of Broadcast Andrew Loevenguth said, "We're making a Converse ad here, we're not lying about what it is. Where they let us run it as a music video, we'll run it as a music video. Where they'll let us run it as content that has Converse attached to it, we'll run it that way" (ADWEEK, 7/14 issue).
IF THE SHOE FITS: DMNEWS.com's Dianna Dilworth reported Nike is debuting a "mobile camera push to promote a new cleat ... through an interactive mobile and out-of-home marketing campaign in Hong Kong" as a way of capitalizing on enthusiasm around the Euro 2008 soccer tournament. The campaign, "created by mobile marketing firm Hyperfactory and ad agency McCann Erickson, calls on consumers to find ads and snap photos to reveal the destination of the next ad." Nike "rather than use traditional advertising around the sporting event, such as sponsorships of games ... decided to launch an interactive mobile treasure hunt" (DMNEWS.com, 7/14).
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