International shoe and fashion brand Converse is running Converse Desire, an interactive retail experience at Schuh’s flagship store in London. An interactive music video provides a complementary online experience, supported by a number of bespoke digital components; including a SoundCloud wave. The activity builds on the ‘Three Artists, One Song’ strategy unveiled last year, that featured a free MP3 download starring Kid Cudi, Bethany Cosentino (Best Coast) and Rostam Batmanglij (Vampire Weekend). This spring, Converse has brought together Paloma Faith, Graham Coxon (Blur) and Bill Ryder-Jones (The Coral) to collaborate on an EP called Desire.
The music video forms the basis of in-store and online activity. It is set in a deserted house and combines animation with real footage of the three artists. Perfect Fools designed an interactive video experience that enables fans to participate and star in the video through Unit 9’s microsite (www.converse.co.uk/desire), where they can log into Facebook Connect, upload a profile picture, and star in the video.
Click on the image below to play the Converse Desire music video in YouTube (HD)
Click on the image below to play the behind-the-scenes video in YouTube (HD)
The music video comes alive for a month at Schuh’s flagship Oxford Street store. A motion-activated installation, devised by retail agency Intro, features six vintage TVs, each featuring the face of a Desire video character. When a pedestrian passes the store, a motion detector in each TV makes the face of Paloma Faith, Graham Coxon, Bill Ryder-Jones, and other music video characters, eerily follow the viewer’s movements. When movement stops, the screen presents the viewer with a call to action: “Connect with Desire In-Store Downstairs”. Viewers are also prompted to connect with Desire via Facebook Places. By ‘checking in’ at ‘Converse@Schuh’ fans can claim an exclusive gift in-store. After check in, users are prompted to connect to Desire via their mobiles. An in-store computer terminal enables fans without a phone to still participate.
SoundCloud and Scanner Banner
The two-part online activity features a social sharing music player called ‘Living Waveform’. Perfect Fools has teamed up with audio distribution platform SoundCloud to create a bespoke player for Desire. Using a customised version of SoundCloud’s API, the campaign brings its signature waveform graphic to life using content from the Desire video. As the songs plays, animated fire flames slowly engulf the wave, just like the fire in the video. When the song ends, the fire fades, revealing the original wave with the Desire logo and a prompt to ‘Like’ the wave on Facebook, visit the interactive video site and download the track.
‘Living Waveform’ incorporates SoundCloud’s social sharing functionality,made available via social media platforms, most notably to Converse’s 22 million Facebook fans, and is featured across music sites such as Drowned In Sound, Stylist and Kerrang as clickable banner ads, which drive traffic back to the microsite.
The final online component of Desire further seeds the video and drives traffic back to the microsite through what Perfect Fools calls a ‘Scanner Banner’.
The Scanner Banner is like a regular banner ad showing footage from the video, but with a revolutionary twist. The technology behind the ad ‘scans’ each host website, and then imports and embeds images into a bespoke Desire video. Viewers can watch the video before clicking through to the microsite and create their own film. The Scanner Banner will appear on several style websites, including Vice and Pitchfork.
All Desire activity launches on Wednesday 13th April and will last for one month. Additional static Desire activity will take place at Schuh stores across the UK, including Edinburgh, Glasgow, Belfast, Manchester and Liverpool.