Converse City Carnage

Converse City Carnage — Presented by Converse

CONVERSE CITY CARNAGE FREE CONCERT SERIES

Presenting Sponsor: Converse
Total Patron Attendance: Approximately 3,000 per show
Total Media Impressions: 323,833

Summer 2012 Converse City Carnage Featured In:
• Time Out NY • NBC.com • Brooklyn Vegan • Artist Direct •
• New York Magazine • MyFreeConcert.com • Oh My Rockness • Vice •

Continuing with the effort to integrate the Converse brand as part of New York’s rich community, Converse and The Bowery Presents collaborated in another series of free summer shows. Sleigh Bells took the stage this July for the second day of Converse City Carnage, an outdoor event dedicated to music and skateboarding at Hudson River Park’s Pier 63. The Brooklyn-based band headlined with Mr. Dream, Jel, and Rye Rye as support at Pier 63. In August, The Kills performed with Black Bananas and VivaViva. The Bowery Presents and Show Cobra oversaw the event production, talent buying, promotion, and brand communication.

Show Cobra and The Bowery Presents collaborated with Hudson River Park’s Trust to produce an event from the ground up at Pier 63 for each Converse City Carnage show. Show Cobra and The Bowery Presents coordinated the event production of the free music series, including activation elements such as:

  • Converse Stage Scrims
  • Converse and artist VIP areas with approximately 450 person capacity
  • General admission entrance and VIP entrance with ticketing staff and VIP checklist staff
  • VIP open bar and general admission cash bar
  • Artist area
  • VIP, All Access, Artist, and Working Converse branded credentials

 

The Bowery Presents worked with the Converse team to get personalized Converse shoes for artists and shoes for all staff including security, ticketing, and bar staff as well as Converse branded T-shirts, Koozies, and stickers; which were given away to VIPs and patrons. The shows also featured branded lawn fencing and a photo booth activation.

Converse, The Bowery Presents, and artists used all their social media platforms including Twitter and Facebook to promote the show and the live stream, as well as sending updates to fans and patrons. The Bowery Presents featured each show in The Bowery Presents’ newsletter as well as creating custom event show pages and Ticketmaster event pages. The Bowery Presents utilized its 13,863 Facebook likes and 14,914 Twitter followers to reach out to fans. A dedicated e-mail blast was sent to 638,000 The Bowery Presents newsletter subscribers to announce the show and on-sale. Converse employed its extensive social media presence to reach over 1 million Facebook fans and 80,000+ Twitter followers.

The Bowery Presents’ media partner, Show Cobra, was responsible for the live stream of both free shows as well as managing the branded content recording and production. Both shows were available online for fans who missed the live sets. Positive buzz on social media platforms like Twitter and Facebook validated the success of the webcast. 42,000 viewers turned into Sleigh Bells’ performance on ustream.tv/conversecitycarnage, while the Kills’ live-stream had live 12,000 viewers and 59,070 replay views.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Gone to Governors — Presented by Converse

GONE TO GOVERNORS/PRESENTED BY CONVERSE
Free Live-Music Series, Summer 2010

Presenting Sponsor: Converse
Total Patron Attendance: 23,170
Total Media Impressions: 401,039,639

Summer 2010 Gone to Governors Featured In:
• NY Daily News • The Wall Street Journal • Brooklyn Vegan •
• New York Times Magazine • The New Yorker • Time Out New York •

In keeping consistent with its brand, Converse entered into a partnership with The Bowery Presents in the summer of 2010 to help reach its target demographic of spirited music lovers and to further its commitment to emerging music talent. Converse looked to promote its brand through the live-music experience and with multimedia content on converse.com, targeted online advertising space on The Bowery Presents’ Web site and newsletter, extensive brand activations throughout Governors Island and product placement for the iconic artists of its target audience.

In collaboration with Mad Dog Presents, Highline Ballroom, Water Taxi Beach and Brooklyn Vegan, The Bowery Presents helped Converse communicate its branding message through talent buying, event production and video production for the Gone to Governors series. The Bowery Presents promoted the series through online advertising space on its show calendar and Web site and in its newsletter.

The Bowery Presents secured more than 30 highly regarded bands for this series of 10 free shows and it coordinated the event production, including activation elements like Converse stage scrims, Converse VIP areas with a 200–300 person capacity, Converse entrance trusses, Converse way-finding signage in Manhattan, Brooklyn and on Governors Island, Converse VIP ferry transportation, Converse VIP laminates, and a Converse VIP BBQ, bar and 200+ person-capacity VIP area during M.I.A. and HARD NYC.