In Their Chucks is an Interactive Digital Campaign from Converse
Rebecca Byers — March 5, 2015 — Fashion
Iconic footwear brand Converse has partnered with creative agency Anomaly to create a virtual reality experience illustrating the renowned sneaker's pop cultural history titled In Their Chucks. The virtual reality experience is available through an app for iOS and Android in addition to the outdoor installation currently taking over New York City's Flatiron District.
The innovative digital campaign brings in regular people as well as celebrities like indie band King Tuff, artist Ron English and actress Joanna DeLane to provide content for the app in the form of interactive stories detailing their own personal histories around the iconic Chuck Taylor Converse shoe.
The recently launched campaign will continue in such cities as Amsterdam, Berlin, Boston, Mexico City and London, and will grow to include all traditional forms of media. The In Their Chucks campaign is a clever marketing campaign seeking to building an inclusive community around the brand through engaging, relatable content.
The innovative digital campaign brings in regular people as well as celebrities like indie band King Tuff, artist Ron English and actress Joanna DeLane to provide content for the app in the form of interactive stories detailing their own personal histories around the iconic Chuck Taylor Converse shoe.
The recently launched campaign will continue in such cities as Amsterdam, Berlin, Boston, Mexico City and London, and will grow to include all traditional forms of media. The In Their Chucks campaign is a clever marketing campaign seeking to building an inclusive community around the brand through engaging, relatable content.
Trend Themes
1. Virtual Reality Brand Experiences - Opportunity for brands to create immersive virtual reality experiences to engage customers and build brand loyalty.
2. Interactive Creative Campaigns - Opportunity for brands to partner with creative agencies and involve customers and celebrities in interactive campaigns that generate engaging, relatable content.
3. Location-specific Installations - Opportunity for brands to create location-specific installations, often with interactive digital elements, as part of innovative marketing campaigns.
Industry Implications
1. Footwear - Potential for footwear brands to create immersive brand experiences and interactive campaigns that engage customers.
2. Advertising and Marketing - Opportunity for creative agencies to partner with brands to create engaging, interactive marketing campaigns that utilize virtual reality and location-specific installations.
3. Technology - Growing trend of integrating technology, such as virtual reality and mobile apps, into marketing campaigns to create unique and immersive experiences for customers.
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