For its back-to-school campaign “New School of Thought,” Adidas Originals went all hipster and whatnot. The company partnered with trueAnthem to create a widget that gives away free music by Ultraviolet Sound and 30 percent discounts on Adidas Originals gear. The widget also includes short Adidas audio ads mixed by the band.
The street-sassy shoe brand joins Converse, Gap, Cartier and even Vanity Fair in disseminating free MP3s to the masses.
Why this might be smart marketing: if iTunes listeners switch Coverflow on, listening to your track will expose them to your marketing message, along with the album art. And if the campaign music’s been uploaded onto last.fm, then last.fm users expose their friends to your brand when they listen to your track. So go stimulate those white earbuds, you go-getters, you.
