Sandbox and Converse Rock the Virgin Mobile FreeFest
Sandbox Marketing, LLC., Tustin, CA was was asked by Converse to create a spin-off the the popular “Punk Your Chucks” program that operates in conjunction with the Journeys Backyard BBQ as an on-site and on-line activation.
Normally built utilizing a single 20’x20′ area, Sandbox doubled the existing activation size, and added a stage to elevate an MC to hype up the crowd. Along with the distributing 4,000 shoes to be “punked” Sandbox also passed out thousands of string backpacks, Converse branded disposable cameras, Converse sunglasses and coupons.
At the end of the day the activation was visited by Sir Richard Branson who picked the winning shoes and posed for pictures which were later shown on the festivals overhead screens.
Converse and the Chuck Taylor All Stars have become a cultural icon and once again the “Punk Your Chucks” activation was widely successful among the music lifestyle crowd. Preparations are now under way bring the “Punk Your Chucks” program back for the 2010 Journeys Backyard BBQ tour.
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