Using mashups--the combining of two elements to create a new execution--Adidas is making a pitch to young soccer fans by linking local alternative bands to teams playing in the Major League Soccer
playoff series. Popularized by creations like Danger Mouse's Grey Album, which combined the Beatle's "White" album and Jay-Z's a cappella "Black Album," mash-ups have extended to online video.
The videos are posted on a brand Web site, www.mlsmashups.com--but EVB, Adidas' agency, hopes they will be uploaded to YouTube, blogs or fan's MySpace pages. Adidas will also make the
videos available at its own Adidas Soccer profile on MySpace.
"Getting it out there as much as possible and letting people do whatever they want with it is part of the plan," says Jason
Zada, executive creative director at EVB.
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