Campaign: Converse ATL Takeover

Client: GLUE

Converse elected to execute a marketing and media campaign in Atlanta to create energy and buzz around the Star Chevron brand and new basketball performance product. Utilizing a multi-faceted approach to marketing communications,M320 led a strategy that:

• Facilitated community partnerships with the City of Atlanta, the Mayor’s Office and various non-profits
• Located and evaluated basketball events and programs that provided product integration opportunities for the Star Player Evo, as well as incorporating the participation of Converse Local Heroes
• Increased the promotional value of media buys through the development of custom events and community programs
• Consistently communicated the Converse community and product stories to local, regional and national media
• Created media value around promotional events executed by Converse’s other partners
• Developed and/or executed multiple experiential initiatives for the brand including The Converse Tip Off and the Piedmont Park Court Dedication
• Instituted a product seeding campaign among Atlanta’s celebrity, tastemaker and basketball community

Campaign Results

• The PR outreach instituted around Converse ATL programs resulted in a little over 80 million media impressions, valued at close to $8.5 million
• Partnerships developed resulted in the donation of close to $1 million in product, community programs, scholarships and renovated community centers and basketball courts throughout the city
• Converse product ended up on the feet of some of the city’s most notable residents, including Mayor Kasim Reed, famed film Producer/Director Tyler Perry, Hip Hop mogul Jermaine Dupri and international pop artists Justin Bieber and Cee-lo