Converse Street Ready
Open the game
Objective
Converse aimed to drive sales of their Pro Leather Vulc sneakers while engaging youth audiences through entertainment and digital innovation. The campaign used paid search targeting and gamification to capture teenage audiences at low cost. The objective was to build brand affinity and purchase intent around the specific sneaker model through an interactive entertainment experience.
Solution
The campaign featured an interactive scavenger hunt game where players searched for missing Converse Pro Leather Vulc shoes across the game world. Converse executed a paid search strategy targeting long-tail keyphrases generated by teenagers, directing users to dedicated microsites. The game was built using HTML5 and CSS and hosted on the Foot Locker Europe platform. Winners received an all-expenses-paid trip to New York City with their crew, creating strong incentive for participation and social amplification.
Results
Not published.
