The Campaign

Continuing to support indie music in China, in Fall 2009 Converse extended its support to 11 other countries throughout Asia Pacific. Turning the spotlight on the fans, the Converse Lyrics campaign celebrates the passion of indie music fans from across Asia and invited them to participate in an open creative process between fans and bands.

Success of the Campaign

We received over 2500 lyric submissions, more than 3500 kids showed us their moves in the open casting event for the "Let's Play" Music Video. 75 kids were cast in the final video, and it has been viewed over 2 million times. With no media dollars invested in TV, the video was picked up and broadcast on MTV Asia. During the 6 month campaign, we had 6000 audience creative contributions, 85000 new members joined Converse online groups, 42000 downloads of campaign content and 4.4 million site visitors.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

The brand launched its first ever blog across Asia, channeling stories from insiders in local scenes. On the campaign site, we featured songs and lyrics from 28 indie bands from 11 countries, helping them reach audiences beyond their local scenes. As a tribute to fans, Converse introduced a Lyrics Contest, inviting kids to write lyrics to a song created by Beijing indie band Queen Sea Big Shark. The song came to life with a nationwide open casting call event that captured kids on film to then star in the music video. The campaign launched via retail, outdoor, print, digital, PR and event.