Converse Festivals

A couple of weeks ago, Anomaly created the My Drive Thru campaign for Converse, where we had Pharrell Williams, Santogold and Julian Casablancas collaborating on a song that was made available for free download. This has now been carried over to the Converse Festivals site, which has considerably expanded the number of music artists represented. Through the site, you can go to the MySpace pages of different artists for details about them, and then create a group of your own where you can share your own experiences of the artist’s music at different festivals and upload pictures - sort of like your personalized music community.

The campaign was handled by Perfect Fools Amsterdam. From Contagious Magazine, which spoke to the agency’s Creative Director Mark Chalmers:

The Converse offer is very clear in both product and lifestyle because they’ve stuck at what they’re best at. They’ve stayed true. The last thing Converse needs is advertising, or a promise re-wrapped. We do know that Converse has fans, we do know that music has fans and we do know that festivals are a great collective experience. Anticipation and planning is huge part of it, so we worked with Converse to create a tool useful to the groups of festivals goers and something that unites the Converse music activity across borders. Not only is it a useful application but it showcases the latest Converse track “My Drive Thru” and the latest talent they’re supporting.

Hear, hear.

[Via Three Billion]