After Converse's pioneerism in 2007, lots of brands started to develop content to the International Day of Rock 'n' Roll. Not only brands but magazines, blogs, portals, TV and radio stations also have their own content. On 2012 it was a big challenge to hit the headlines in July 13th.

On July 13th - International Day of Rock 'n' Roll - a modified truck, with a see-through studio on its back rode around the city of São Paulo carrying a mobile jam session with icons of different generations. The concert was meant for the drivers stuck in the world's worst traffic. To listen, they had to tune in to the country's main rock radio station, that was broadcasting the show live.

Converse Traffic Jam was the first branded content about rock in July 13th. And it's impact ran throughout the whole day, appearing on the country's main TV Station (Globo) and all around the internet, including some of the world's most important Rock magazines (Billboard and Rolling Stone) and some of the country's main news channels (Terra, R7, G1, Folha de São Paulo and Estado de S. Paulo).

The estimated reach of Converse Traffic Jam was:

- 2 hours of live broadcast on Kiss FM: 70.000 people/minute.

- TV Audience: approximately 650.000 people.

- Spontaneous media in large portals and social networks: over 3.600.000 impacts.

- Approximately 200.000 people reached on the streets.