Converse use AdWords to create an interactive campaign around Google search. The first branding campaign to target "low cost", low competitive keywords that are targeted directly to their audience. They related to what their audience were searching for and launched relevant campaigns every week. All campaigns pointed to converse.com. Traffic flowed to the home Converse site and so the online consumer community grew. On the Converse website, check out the "play" tab for the fun stuff.
Kudos to Nick Soper for bringing this campaign to my attention.