Streetwear brand Converse has created a new interactive campaign to spruik the launch of its latest collection.
Converse, through its Australian licensee, Conquest Sports (Aust) Pty. Ltd has developed the 'Let’s Take This Outside' campaign specifically for the launch of the Converse Chuck Taylor All Star Boot collection in July.
The “guerilla initiative” will see Converse boots placed into special 'In Case of Emergency' (I.C.E) boxes in outdoor locations across Australia, with the 'Let’s Take This Outside' moniker en coranging consumers to search for a pair of boots in states across Melbourne, Sydney, Brisbane, Perth and Adelaide.
Visual clues detailing exact locations of the I.C.E boxes have been uploaded to the Converse Australia Facebook page from this week, with the campaign set to run for a two week duration.
The 2012 Converse Chuck Taylor All Star Boot collection launches in Australia nationwide via specialty retailers and Converse e-store from July 1, with additional drops during the winter season. Product will retail from $90 through to $200.