To coincide with the London 2012 Olympics, Converse put on 9 gigs featuring 45 bands, with each night seeing the bands ‘Represent’ for their genre. Acts included Blur, Paul Weller, Plan B and many more.
Our brief for this project was to “Bring awareness of the Converse Represent gigs to a wider audience and capture an essence of them for that audience” and “get more people to listen to the live stream and consume content (photos/video etc) from the gig”.
For this project we devised an intensive airtime and social media campaign which saw daily reports from backstage, band interview podcasts and presenter endorsements across NME Radio and in online spaces. The activity culminated in a two hour review show available on-air and on-demand.
For this project we wanted a presenter with a strong track record in new music. We chose Dan O’Connell. Dan had just finished a successful run as XFM’s afternoon show host, broadcasting across London every weekday. He has also been presenting Launched at Red Bull Studios on Channel 4.
Using band interviews, backstage insights, crowd reaction and reportage, each day Dan fronted a one minute airtime feature:
and a three minute report which appeared in Michelle Owen’s evening show on NME Radio.
Finally we produced stand alone podcasts of the full band interviews and secured front page placement on iTunes