The Converse Block Parties were street level, community-led events that united vibrant local cultures and crews with the spirit of Star Chevron for afternoons of street ball, beats, eats, skate and art.
A teaser video, voting microsite, social media & street activations introduced the concept and kick started nationwide voting for people to win the Block Party in their city.
Within a month, 500,000 students were engaged across 12 campuses via OOH; street attack kits were distributed in 10 key cities, and 250,000 votes were cast.
Beyond China, the Converse Block Parties were executed in 10 other Asia Pacific markets, as well as Europe and Latin America. In total, roughly 24 events have been hosted to date, with an estimated 4 million people engaged online and offline.
