US: Converse launches "Three Atists, One Song" campaign
Nike subsidiary Converse has today (15 July) launched a multi-media advertising campaign built around its recent "Three Artists, One Song" music collaboration with Pharrell Williams, NERD, Santogold and Julian Casablancas.
The artists combined for a track called My Drive Thru, which was released in the US in June as a free digital download on the Converse website, the footwear firm said.
A corresponding music video was released on 9 July, with more than 750,000 video streams in the first four days, and the company has now rolled out a new ad campaign including television, print, outdoor, digital and cinema advertising.
Digital advertising plans include a "homepage takeover" on YouTube tomorrow (16 July).
"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 favourite 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."
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