Converse UK Merchandising. Distort Hero Items Initiative Background -Latest offer of Converse’s 3 artists 1 song concept -3 artists - Gorillaz / James.

Converse UK

Merchandising

Distort Hero Items

InitiativeBackground- Latest offer of Converse’s 3 artists 1 song concept - 3 artists - Gorillaz / James Murphy (LCD Soundsystem) / Andre 3000- 1 song - “Do ya thing”- Linked to product through 4 unique Chuck Taylor All Stars- Featuring artwork from Gorillaz’s own Jamie Hewlett

Implementation- Fashion Sport Better accounts- Sold as pack, all accounts must take all 4 offered shoes- Window and POS imagery available to all who bought into the pack- Specific KA windows and campaign support- Interactive windows in Schuh (KA)- QR codes, Windows and Instore, linking to KA websites taking

consumer straight thru to product page for purchase

Awareness - Gorillaz ‘leaking’/’seeding’ track and product collaboration- Windows and POS installed, product launched at retail- Gorillaz Soundsystem event at Converse Sponsored 100 Club in

London (first playing of “Do ya thing”) – 15th February- Track launched – 22nd February- Video launched – 29th February

Windows

Instore – Key Accounts

Instore – Independents

Online

EventOn the night, we even had a pop up shop at The 100 Club…

…Plenty of interest…

…And impulse purchases, as well as impulse wearing!

Results – Week 1

- Press Hits – 201- Facebook ‘likes’ – 51,514- Twitter Impressions – 18,575,531 - YouTube – 27,467 views (making of video)- KA – 5% sell-thru in first 4 days- INDIES – 19% sell thru in first 4 days- INDIES – One account recorded 33% sell thru

Gorillaz

Distort Hero Items

PRODUCT SHOT