Converse Mobile Portrait Studio: Transforming Everyday People into City Stars
Converse's unique and engaging marketing activation turned everyday New Yorkers and Angelenos into the stars of their outdoor advertising campaign. The Converse Mobile Portrait Studio, conceptualized by Anomaly, brought a high-tech print studio to the streets, capturing the essence of the city's vibrant personalities and their affinity for the iconic sneaker brand.
The mobile studio, a van adorned with eye-catching posters and graffiti, rolled through select neighborhoods in New York and Los Angeles. Brand ambassadors greeted passersby, inviting people to participate in the sneaker marketing campaign. Those who accepted the invitation were treated to a personalized street-style photoshoot, showcasing their individual style and personality.
Following their photoshoot, participants received a commemorative souvenir – their portraits printed on Converse stickers. Additionally, their portraits were featured on posters, along with information about the location of the wheatpaste wild posting installation. This provided participants with an opportunity to visit in person and admire their transformed selves as city stars.
This creative marketing activation generated buzz and excitement and reinforced Converse's deep connection with the communities it serves. By casting everyday people as the campaign's focal point, Converse celebrated the individuality and authenticity that lie at the heart of its brand identity. The Converse Mobile Portrait Studio transformed ordinary moments into unforgettable experiences, leaving a lasting impression on participants and onlookers alike.
Why the Converse Mobile Portrait Studio Resonated
The Converse Mobile Portrait Studio struck a chord with New Yorkers and Angelinos for several reasons:
Embracing Street Culture: The activation seamlessly integrated various elements of street culture, from the graffiti-emblazoned van to knowing people's style is what makes cities interesting. This authentic approach resonated with the target audience, demonstrating Converse's genuine connection to the street culture scene.
Empowering Individuals: The campaign invited everyday people to step into the spotlight, transforming them into the stars of an outdoor advertising campaign. This participatory approach fostered a sense of belonging and empowerment, allowing individuals to feel like an integral part of the Converse brand story.
Creating Surprise and Shareable Moments: The element of surprise, in the form of impromptu street-style photoshoots, added an element of excitement and intrigue. The resulting portraits, printed on Converse stickers and displayed on posters, provided tangible takeaways for participants, further enhancing the shareability of the experience.
ALT TERRAIN's comprehensive experiential marketing services, encompassing everything from location planning to brand ambassador staffing, were instrumental in the success of this activation.
Get in touch if you would like to create a city marketing activation that resonates with your target audience.