Portland, Oregon - adidas announces today the launch of a new interactive marketing campaign titled 'MLS Mash-up' centered around the 2006 Major League Soccer (MLS) Cup playoffs. Produced by EVB, the MLS Mash-up campaign pairs each MLS playoff team with a local alternative band selected to represent the personality of the MLS team, its city and fans.
For every MLS playoff game, a video collage combining in-game footage, sound and photography from the two competing teams are synced together with music videos from the bands associated with each team, creating a unique 'mash-up' video to highlight the teams competing for the 2006 MLS Cup.
"The MLS Mash-up campaign is designed to captivate and engage the growing soccer audiences in each MLS market" said Simon Atkins, Director of Brand Communications for adidas America. "This interactive campaign is changing how soccer is marketed in the U.S. by creating a unique image for each MLS team that will resonate with a larger audience than ever before."
As the 2006 MLS playoffs continue, a new mash-up video will be unveiled each week on www.mlsmashups.com, the host web site for the interactive campaign. A total of seven Mash-ups will be released during the MLS Cup playoffs, October 21 to November 12.
"This campaign is a digital blender of soccer, cities and music that produces a completely new feel for the sport and brand," said Daniel Stein, EVB co-founder and CEO. "We are very excited about the MLS Mash-up campaign and consider it is a shining example of how marketing is shifting to adapt to a new consumer."
The MLS Mash-up campaign is a 360 degree marketing initiative supported through print and online media, as well as in retail and at grassroots events. Podcasts will be available for each MLS Mash-up video, allowing members of online communities like Youtube.com and Myspace.com to incorporate the Mash-up campaign into their personal web pages. Lifestyle and alternative print media in each MLS market will also be used to activate the campaign locally, through artistic posters representing the MLS teams and band Mash-ups of each city.
MLS Mash-up participant teams and bands include; New England Revolution + Mates of State, Chicago Fire + Academy Is, FC Dallas + Polyphonic Spree, Colorado Rapids + Vaux, Houston Dynamo + Solange Knowles, Chivas USA + Ozomatli, DC United + Spank Rock, and NY Red Bulls + Lordz.
About adidas Group:
adidas is a global designer, developer and marketer of athletic footwear, apparel and accessories with the mission to be the leading sports brand in the world. Brand adidas is part of the adidas Group, a corporation that includes brands such as Reebok, TaylorMade and Rockport.
About EVB, Inc:
EVB (http://www.evb.com) is a full-service advertising agency that specializes in using immersive content to create engaging brand experiences. EVB's consumer-centric approach blends strategy with entertainment and interactivity to develop pioneering new marketing campaigns that generate brand awareness, deepen consumer relationships and instill long-term brand loyalty. EVB was founded in 2000 by industry veterans, Daniel Stein and Jason Zada. The company directs marketing and digital media initiatives for major brands such as adidas basketball and soccer, Kellogg's, The Wrigley Company, Gallo and Best Buy. In September 2006, EVB joined the Omnicom Group (NYSE: OMC), a global leader in advertising and marketing.
