Converse is giving away a free song, "My Drive Thru" on their website. It was done by Julian Casablancas, N.E.R.D., and some chick named Santogold I probably should have heard of already. It's a great song, and an ideal summer anthem. When I finally get around to making a summer playlist, it'll be on it.
But it didn't make me want new shoes.
I'm all for offering the consumer something extra to bring them to you. That ingratiates you to them. But then you have to capitalize on it. Converse has made no effort here to connect the song to their brand or their product, except to suggest I come back for another (brief) visit to the (not terribly engaging) site and see the video.
I bet the agency talks about how many hits the homepage gets this week. But I bet they don't say how many more shoes were sold online.
They did somethin', yeah. But I think they did it for nothin'.
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