Converse’s #GetLoud Hidden Concerts + Artist Takeover
Sheldon Ferrao
Nov 28, 2013
Converse’s #GetLoud campaign launched and the marketing blitz was a local and Internet success. The goal was to combine the different elements that form the DNA of Converse, to create an immersive experience. With youth culture, rock music, and creativity at the heart of the brand, they developed a well-coordinated event in Paris over the course of 17 days (see the infographic for the full breakdown).
The Parisian experience ran from September 25th to October 12th, as users were invited to 5 out-of-the-ordinary concerts at local spots like a grocery shop or tattoo parlour. To find the hidden concert, music lovers had to roam the streets in Google Maps, which played music louder as they came in closer proximity to the secret location.
Beyond the creativeness, the entire setup tied directly into Converse’s season brand expression of “Shoes Turn It Down, Sneakers Get Loud”. Get Loud is not just a French event; the campaign is heading across the world and has already been at local spots in Berlin, Madrid, Hamburg, San Francisco and more. The hide-n-go-seek method of this campaign was unique to Paris, with other cities running different types of musical campaigns with rock concerts, youth culture, and creativity still at the core. But leave it to Converse to cultivate another collaboration to take their promotional material in Paris to the next level…
After recently connecting with local French artists Hopare, Kashink and NIARK1, they formed the Get Loud Artist Takeover project. The brand gave these local artists the creative reigns to use street art to add their own twist to their billboards. The results were incredible and caused a significant amount of buzz for its already popular campaign:
The #GetLoud event breakdown:
