In order to cut through the seasonal coupon clutter, Converse wanted to do more than send out spam mail or put ads in newspaper circulars. Instead, we created The 31 Days of Converse, an online advent calendar of holiday-themed content.

Converse wanted to do more than send out spam mail or put ads in newspaper circulars. They needed something to be distributed to Converse's 40m Facebook fans all month long.

The campaign made 9,566,764 total impressions. But more importantly, what could have easily just been another over-looked promotion on an over-saturated shopping day became a month’s worth of fun and irreverent holiday-themed content.

Each film released between Black Friday and Christmas tied into a different 24-hour markdown, price cut or special offer available on Converse.com. These shareable video coupons were distributed to Converse's 40m Facebook fans all month long.