The Olympics 2012 saw over 2m people swarm to the City for the games. The Olympics are heavily regulated so anyone who is not an official sponsor are limited to what and where they can advertise during the period. That said, as we could not legally advertising within East London, we created an experience to bring people to the 100 Club in the centre of town to Represent their musical tastes. Over the 2 week period we hosted 10 live shows featuring 45 artists such as Blur, Nas, Toots & The Maytals, Santigold, SBTRKT and Best Coast.
Entry to each gig was done on a lottery basis for fans of Converse. Each night was streamed over our social channels. RFID wristbands were created which contained the Facebook or Twitter account details of the wearer. This allowed them to tap posters within the club by either checking them into the night or tapping to Represent their favourite genre of music which was pushed to their social channels.
The UK’s press attended every single event with coverage spanning both music and London focused publications. Represent won Campaign’s Best Brand Event Strategy at a Music Event and also Best Fashion campaign. Following the success of this event, we then ran Represent in both San Francisco and Sao Paulo (the San Francisco overview video can be viewed below).