converse campaign final
DESCRIPTION
Converse Campaign by Yi-Feng Yeh for Fall2011 NMDL course.TRANSCRIPT
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Yi-Feng Yeh
Marquis M. Converse1908
Charles H. Taylor 1932
Nike 2003
Revenue up 26% (915m) in 2009
Teenagers/ Young Adults: pop culture.
Components
AdCommercial
Magazine
Nylon
Ouch!
Trans
Milk
Endorsement
Arcade Fire (USA)
Radiohead (UK)
The Whitest Boy Alive
(Gernamy/Norway)
Mika Nagashima (JP)
Components(cont.)
SocialMedia
Facebook Best Look
Twitter TwittERR
Blogger
Flickr
Youtube
Check-In Apps
Boston
New York City
Components(cont.)
Events
Concert of Rebellions
Converse Parade for AIDS
Out of Shoebox! Grass Festival
Chuck The Street Clean
Garage Band Month
Campaign Timeline
Jan
• Best Twitter
Feb
• Single Valentine
Mar
• Spring Campaign
Apr
• Out of Shoebox! Grass Festival
May
• Summer Date with Chuck
Jun
• Chuck the Street Clean!
Jul• Chuck it Out Loud! Garage Band Month
Aug
• Converse Rebellion Tour
Sep
• I Love/Hate School Campaign
Nov
• Thank You Chuck Turkey Campaign
Dec
• Bye Bye our 80 Chuch T! New Year Concert
Campaign Timeline
Endorsement; $1,800,000
Advertising; $6,000,000
Concert of Rebel-lions;
$20,000,000
Other Activities; $350,000
Budget
Total Budget:28,150,000
Monitor
Google Analytics
Google Alert Check-Ins Sales
GrowthEventsPages
Customer Service