trueAnthem Takes adidas Originals 'New School of Thought' Campaign Viral

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trueWidget Launches with Exclusive adidas Originals Offers & Free Music from Popular Electro Band Ultraviolet Sound

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trueAnthem is like the NASCAR of the social networking age - brands sponsor the vehicle and tap into fan loyalty.

The new adidas Originals back-to-school campaign launches this week with a little something extra: the latest Ultraviolet Sound trueWidget. The sleek, viral music player, sponsored by adidas Originals and developed by trueAnthem, comes fully loaded with free music tracks and exclusive adidas Originals promotional offers. The "New School of Thought" campaign marks the first virally spun music widget for adidas Originals and the first fully integrated branding campaign from breakthrough modern music label trueAnthem.

"Ultraviolet Sound's fan base is dynamic and a perfect demographic match for adidas Originals - a brand with a strong musical DNA. The band experiences more than 10 degrees of separation from each widget grabbed - proving the Ultraviolet Sound trueWidget to be an excellent viral vehicle for the adidas Originals back-to-school campaign," said trueAnthem CEO Brad Barnes. "trueAnthem is like the NASCAR of the social networking age - brands sponsor the vehicle and tap into fan loyalty."

trueWidgets allow fans to play, download and easily pass along music from their favorite bands to their friends. Fans will be able to stream or download the 11 free songs on the adidas-sponsored Ultraviolet Sound trueWidget, including the new release of the "Ooh I Like It" remix with DJ Larry Tee. Each song is introduced with customized, 8-second adidas Originals trueAds (or jingles) created and mixed by the band.

Additionally, an exclusive 30% off back-to-school footwear, apparel and accessories coupon is embedded within the widget for download and on/offline redemption. Ultraviolet Sound band members will also wear adidas Originals gear at upcoming concerts, promotional appearances and in a new video slated to be shot this fall in Los Angeles and New York.

The Ultraviolet Sound trueWidget is now up for grabs at http://www.trueAnthem.com and http://www.adidas.com.

About Ultraviolet Sound
Ultraviolet Sound broke new ground in April 2008 with the release of their new album via a trueWidget. The adidas-sponsored trueWidget is the second release from the popular, Los Angeles-based electro band. Fronted by vixen Sarah Hudson, with band mates Sami Diament (keys) and Brad Ackley (guitar), Ultraviolet's lyrics and sound grab inspiration from across the board with aspects of Rock and Roll, Hip-Hop, Dance, 80s and 90s music. Mashed to create a sound that has their hipster fans in a frenzy, this threesome's music has captured the attention of those on the forefront of what's fresh, original and different - delivering tomorrow's edge, today.

About trueAnthem
Based in San Francisco, Calif., trueAnthem is a unique, advertiser-supported, online music distribution, promotion and marketing company focused on the monetization of social networks. As a music label for the modern ages, trueAnthem provides online and offline services to promote both independent and signed talent. The company's success strategy leverages the viral nature of information distribution on the Internet through social networking, making trueAnthem a leader in the new world of online music.

Media Contact:
Liana Miller
eLuminatePR for trueAnthem
949-276-8920
liana @ eluminatepr.com

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