We set up Cardboard stations (complete with mobile devices, cardboard virtual reality goggles, and headphones) where passersby could experience the films in real time at our exhibition. Those who couldn’t make it to the exhibition could view the films using our app “In Their Chucks - A 360° Experience” and online at converse.com/360

The experience, designed to be inherently social and shareable, has tracked 98% positive sentiment, 238.6m impressions, 3.0m engagements and 40%+ brand mentions within the first 3 weeks across social media.

The app had over 1.6k downloads with no promotion in the app store or on Converse’s channels.