Rockin’ Utility
“Branded utility” is a term that’s been through the jargon ringer…essentially meaning that your marketing efforts (digital, experiential, or otherwise) help or allow consumers to do something.
This recent effort from Converse is sorta’ like that. If by “doing something” you mean rocking people’s face off. After being in the works for some time, the iconic sneaker brand recently introduced Rubber Tracks, a professional recording studio where bands can come and experiment & jam free of charge.
Sure, many would ask, “How does this help sell more shoes?” And to be honest, I’m not sure it directly does. But for a company like Converse, not every initiative needs to be directly tied to a selling proposition. In fact, for many brands, stepping back and figuring out how to contribute and involve would be a better course of action than activating a sweepstakes or dialing up Groupon.
This effort reinforces the brand’s commitment to “the scene”…whatever scene that may be. Giving back in their own kick-ass way and proving that sometimes “free” does have value.
Update from Cool Hunting