Converse launched a multimedia advertising campaign built around the company’s recent “Three Artists, One Song,” music collaboration with Pharrell Williams, N.E.R.D., Santogold and Julian Casablancas. The resulting track, “My Drive Thru,” was released in June to music fans globally via free digital download at converse.com and a corresponding music video was released on July 9 with a myspace.com online premiere followed by a broadcast premiere on MTV. The ad campaign includes television, print, outdoor, digital and cinema advertising.
Converse advertising plans include television advertising, in 30 and 60 second versions nationally NBC, MTV, MTV2, BET, Cartoon Network (Adult Swim), Comedy Central, VH1, E!, Fuel, Fuse, Current and Music Choice. The television ads were produced and animated by Psyop (New York) in collaboration with both internal creative, lead Converse advertising partner, Anomaly (New York), and music promotions partner, Cornerstone (New York).
Massive outdoor and transit advertising installations featuring the lead artists are now being posted in eight markets, including New York City, Los Angeles, Chicago, Portland, Austin, Seattle, Miami and San Francisco. The outdoor creative is based on print advertising that was launched earlier in the summer in conjunction with the track release. In addition to Pharrell Williams, N.E.R.D., Santogold and Julian Casablancas, outdoor visuals feature a range of emerging musical talent from across the globe, including MGMT, Kid Sister, YACHT, Bradford Cox and members of Gallows, Fiery Furnaces, Does It Offend You, Yeah?, and Care Bears on Fire.
Digital advertising plans include a homepage takeover on YouTube.com on July 16 as well as banner ads and streaming video on sites including MySpace.com, MTV.com, imeem.com, Pitchfork.com, Stereogum.com, pandora.com, Last.fm, AOL Sessions, and Complex Media Network.
Cinema advertising will bring the creative to the big screen beginning on July 18 in top 30 markets. Print began running in several music-focused publications in June and will continue.