Converse, the old-school trainer manufacturer owned by Nike, has instigated a great campaign inviting amateur film makers to submit short films based around the legendary sneaker. The company received more than 500 submissions which can all be viewed on their website, to which traffic has jumped.
But this is the clever bit. The winners are going to be turned into TV adverts, with the successful directors receiving $10,000 per spot.
It's a great example of open source marketing where you invite your customers into the business to help direct the brand (or anything else for that matter). It creates passion, interest and community and probably cost less than a campaign directed by a big agency/name.
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