Adidas Originals has kicked off the latest digital phase of its House Party brand campaign, which features celebrities such as Run DMC, David Beckham and Missy Elliot.
The sportswear giant has incorporated interactive video-within-video technology and secured editorial spots on Xbox Live as part of its advertising campaign.
Media agency Carat worked with interactive video provider Coull to create a version of the Adidas House Party film which enables users to click at various points of the film to view extra footage.
The content is being distributed virally via viral seeding agency GoViral and video ad network VideoEgg.
Xbox Live is also hosting a dedicated Adidas Originals section of its portal where gamers can browse and download relevant content.
As part of the push, Adidas has also kicked off a takeover of urban youth magazine RWD featuring video and picture galleries.
Adidas Originals first launched the integrated House Party campaign in January as part of its 60th anniversary celebrations.
The campaign, developed by its global creative agency Sid Lee, is the latest piece of its ongoing Celebrate Originality campaign and incorporates TV and print, as well as online.
The moves follow the February relaunch of the global Adidas Originals website. The site focuses on providing fans with regularly updated rich media content from brand ambassadors.
This story first appeared on newmediaage.co.uk