Campaign

Converse Street Ready

the rundown

The Converse Pro Leather Vulc is a sneaker that's built to be street ready and what better place to experience it online than Google Street View? The journey drops you in the middle of three bustling cities to track down 30 missing items as fast as you can. Players are presented with an inventory of mysterious items to fill - uncovering everything from French fries to the sneakers themselves. Players are encouraged to complete the entire journey for a chance to win a trip to New York City.

The Building Blocks

Converse Street Ready's key component is the latest Google maps JavaScript API. We chose to transform the native StreetView controls into a fully functional game mechanic where users navigate the streets of three cities competing for prizes. Players are timed as difficulty increases with each new level and their inventory is kept throughout the experience. All of the 3d overlays are only utilizing image sequences, allowing the game to be played on non-html5 compliant desktop browsers - a requirement for the demographic.

Geo APIs
Google Maps
Google Maps Street View
Social
Facebook

The Votes

The Details

Agency

Cartelle,
Anomaly

Brand

Foot Locker / Converse

Targeted Regions

Europe

Marketing Objective

Build Awareness

Launch Date

Dec. 2, 2012

The Team

Cartelle www.cartelle.nl
Anomaly www.anomaly.com

The Stats

384 total cups of coffee drunk
8 team members working on this project
3 development weeks

The Results

The project had an excellent response with thousands of players completing the challenge and most spending approximately 20 minutes to complete the entire game. The site was also awarded the coveted FWA Site of the Day award for pushing the boundaries of Google Street View.