• ClickZ, Monday, October 30, 2006 11:45 AM

Interactive agency EVB has developed an integrated ad campaign for Major League Soccer sponsor Adidas in partnership with creative teams C-TRL and Eclectic Method. In it, MLS teams that reach the playoffs have been paired in a video mash-up with a song and video from a local artist. Creative Director Jason Zada said the idea was to bring American soccer to light during the most crucial part of the MLS season, by pairing the teams with underground bands from each of the cities represented.

The end product is actually seven total mash-ups appearing on a special MLS Mash Ups Web page. To drive traffic to the site, Adidas bought ads on popular soccer Web sites like ESPN Soccernet, SI.com and Fox Sports. The apparel maker also allows fans to upload the mash-ups to their MySpace pages.

New videos are being edited and uploaded to the site within about 24 hours of the results of each team's progression down the playoff ladder. The final is Nov. 12. The New England Revolution has been paired with the band Mates of State; The Chicago Fire is paired with Academy Is; FC Dallas wit Polyphonic Spree; The Colorado Rapids with Vaux; The Houston Dynamo and Solange Knowles; Chivas USA and Ozomatli; D.C. United with Spank Rock, and the New York Red Bulls with Lordz.

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