Converse shoes are as much a part of American music culture as leather jackets and sewn on patches. Converse fully backs this association through their Rubber tracks program. Rubber Tracks is the music branch of Converse. They take unknown and unsigned bands, help them make a record, put it out, and play a concert.
Rubber Track (the converse music brand) and Converse (the apparel brand) are treated as separate entities but the sum of their whole is greater than the sum of the parts. How do you sell more shoes to music fans and sell more music to sneaker fans?
A physical and digital interactive experience to help bridge the gap between Converse and Rubber tracks. With in-store displays and modifications to their current web store, converse will expose their musical roots, drive more converse fans to rubber tracks, and sell more shoes to music fans. To see how, continue below:
This is a shoe box drum machine. As in store display, this would allow customers to have a bit of fun while making a song and start to show them that Converse is more than an apparel brand. Near the display will be fliers and pamphlets that give a little background on Rubber tracks as well as a download link for the most recent Converse artists.
Using the Bare Conductive touch board, I used some conductive paint and an old speaker to make a rudimentary drum machine. For specifics, click through the below sideshow.
See the site in action to get a feel for the interaction. It has been designed to be as unobtrusive as possible. The Converse site is really well designed but doesn't offer a single link to the Converse music site. My proposed solution it so add a nav bar that asks if the shopper would like to hear some music while they browse. After agreeing to hear some Converse artists, a small audio player will pop up in the lower right hand corner. The audio player allows users to play, pause, skip, and replay songs.