Converse Rock Tour
Music Festival Tour
All 2009 summer, Ideactif accompanied the famous shoes brand on the major French music festivals with an outstanding below-the-line communication.
Live
The agency created the concept developed a strategy aiming at the young on the music territory.
Before the festivals, a buzz action on Face book was implemented to give the users the possibility to win 3 days passes for the following French festival: Solidays, Les Eurockéennes, Les Vieilles Charrues, La Route du Rock, Rock en Seine.
Thanks to the “Blind test Converse Rock Tour” application, the users had to answer 5 questions as fast as possible to possibly win the festival access passes.
A couple of days before each festival, the Converse Rock Tour Bus were converted into a product showroom.
Finally, on the festival location, series of animations were offered to the festival visitors providing them with the possibility of :
- Revisit mythical band album jackets and leave the festival with their own version.
- For the best “Converse Rock Tour” photo booth snap shots, VIP backstage access passes
