To generate excitement around the MLS playoffs and capitalize on the underground spirit of the league, EVB created MLS Mashups, a series of video mashups which combined footage of indie bands mixed with MLS action. Paralleling the outcome of the 2006 MLS Playoffs in real-time, we created video mashups of playoff bound MLS teams and up and coming local bands from each team's city. Traditional media supported the online effort, including wild postings, TV, weekly print, and promotional materials, all placed locally and driving users to the web experience.