Delete produced an interactive gig guide that ran in Metro's iPad edition to create awareness of Converse's Represent series at the 100 Club packing in artists from Paul Weller to Santigold.
Converse and the 100 Club both share a love for music and have partnered to reunite the venue with a generation who experienced history inside its walls, as well as introduce it to a new generation with a vow to bring the best in music to its legendary stage.
Represent is a series of nine shows packing in legends from the likes of Paul Weller, Toots & The Maytals, Nas to the best of the new breed like Plan B, Santigold and SBTRKT.
With Metro identified as the best channel to achieve broad awareness of the gigs in London, Converse were looking to have a more engaging brand experience beyond the press advertising and Delete were brought in once more to bring the campaign to life in the digital publishing format.
Representing on tablet.
The interactive gig guide included a gritty cover-to-video transition, editorial about the history of the 100 Club, a gig listing with lineups, artist interviews and image galleries conveying the story of the event series before the gig. Post event the content was refreshed with photos and videos from the night and into people's hands the next day.
- Tom Dougherty, Partner & UX Director.