During the trip we promoted gigs via music blogs and a Converse mini-site with daily journal entries and photos from our resident blogger and photographer roadies. On the ground we sent gig posters to venues and local bloggers. The campaign launched December 1st with a poster, print/OOH enabling SMS downloads, e-cards to gig attendees, and a website featuring a multi-media experience including "Noise Studio" with customizable and downloadable/e-mailable ringtones; band-graphics and photos as downloadable wallpapers and dynamic screensavers; videos of performances and behind-the-scenes; artifacts from the journey; a trip photo gallery; and product animations. On December 15 we launched the documentary trailer on Converse.com and other video sites. The documentary was then released in retail stores across China on January 17 and uploaded independently on popular sites such as Toudou.com. Content was continuously fed to bloggers and used in partnership with music communities to drive ongoing buzz around the campaign.

The LoveNoise campaign was a success both in terms of quality viewing numbers as well as lasting brand perception. The website received 2,115,317 visitors and time spent on the site increased steadily over the duration of the campaign with 920,000 full video views, 47,000 downloads. In addition, total measured views of content through media partnerships was 25,604,036 strong including t1.5myn trailer views, 316,572 Poco LoveNoise e-mag downloads, and the creation of 20,193 new active Converse members on partner sites. In January, besides distributing 180,000 copies of the documentary at retail, the documentary was independently uploaded to various video sites by anonymous users for a total of an additional 24,330 viewings. Independent members on douban.com Converse community even set up their own ‘real’ screenings of the film with other members. Most importantly blogger comments confirmed our objective: A moving film that captures and helps support the rock scene happening in China.