Converse Japan: 100th Anniversary Community
I really like this smart community marketing approach of Converse in Japan. To celebrate its 100th anniversary Converse has launched the Thank You campaign in Japan.
I like how Converse invites, involves and thanks its loyal customers in the collaborative concept to further promote its shoes.
In this campaign Converse asks the users to become their advertising agency, and to carry out a series of actions to promote the brand. The better (and the more) they promote Converse, the more points they earn, points that can later be exchanged with products.
After signing up users find a dedicated interface that allows them to access the promotional challenges the brand ask them to solve and a series of assets such as banners and avatars to customize in order to communicate to the outside world their committment with Converse.
Of course the community is also eager and open to interactions among the users ‘agencies’, that are able to leave comments about the products as well as around other ‘agencies’ work.
Offline is also part of the campaign with a series of outdoor ads placed in the overcrowded Tokio urban landscape.