TITLE

Converse pairs with teen site Bolt to kick off EZ Chuck athletic shoe

AUTHOR(S)
Friedman, Wayne
PUB. DATE
August 1999
SOURCE
Advertising Age;8/23/1999, Vol. 70 Issue 35, p4
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article reports on the decision of athletic shoemaker Converse to use the Internet as its marketing vehicle for the launch of a new athletic/casual shoe, EZ Chuck, in the U.S. in 1999. The shoe is being touted via a full-fledged promotion with 3-year-old Bolt Media, a broad-interest, teen-targeted Web site that created the promotion in-house. As part of the promotion, Bolt users e-mail the site answering a question: What does taking it EZ mean to you? What is unusual is that the answers are posted, including some blunt critiques of the new shoe.
ACCESSION #
2193574

 

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