The footwear brand is targeting 19- to 35-year-olds with Random Bandits, sketches featuring characters from the satirical Modern Toss TV show and print cartoons, which send up popular culture and even social networks.
Digital agency Holler has developed the campaign, which will premiere on MySpace and subsequently run on Bebo, Twitter, YouTube and Facebook. It will also work with sites such as NME for further promotions.
Exclusive limited-edition Modern Toss Kickers shoes and branded iPods are being created for promotional activity.
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