‘Ole!’ MLS, Adidas Offer Music Widget

NEW YORK Coming soon to a desktop near you: “Ole! Ole! Ole!”

The chants and songs that echo through stadiums during live soccer matches mark the passion fans have for the game the world over.

As an add-on to Major League Soccer’s “Represent” campaign launched in August, the client is offering a music widget to encourage U.S. fan participation around the 2007 MLS Playoffs.

Adidas is an official sponsor, supplier and licensee of MLS, and it has collaborated with ad shop EVB to fashion a mobile component. “The intention is to allow fans to ‘represent’ their favorite teams in new ways,” said Jason Zada, ecd and co-founder of EVB.

Fans can create personalized voice messages, share them with friends and select team songs through the widget located on the MLS Represent Web site, MLS team sites and online fan-club venues. Users can incorporate the widget into their personal blogs and MySpace pages.

EVB brought in Rock River Music to help carve out the strategy. Rock River assisted in the management of the 13 bands selected to provide songs for the campaign. Acts include OK GO, Barenaked Ladies and The Polyphonic Spree.

Kadoink provided the mobile social networking technology driving the effort and helped develop a reporting system and draft the message scripts, record voiceovers and prepare audio files.

The playoffs run from Oct. 25 to Nov. 10, culminating with the championship match on Nov. 18.