The Streets pushes new urban act the Mitchell Brothers with viral game

LONDON - The Mitchell Brothers, the new urban music act signed up to the record label run by The Streets, are the subject of a viral game created to promote the act's first release.

A table football game uses cartoon versions of the brothers in a penalty-shoot-out against The Streets' Mike Skinner in goal to promote 'Routine Check', the duo's first single, released in March.

The game, created by agency Holler, gets its inspiration from the table football game that features briefly in the video for 'Routine Check'. It is available at www.themitchellbrothers.co.uk and part of the progressive approach to online promotion by The Street's music label, The Beats.

At www.the-streets.co.uk, Skinner provides copy introducing various features of the site, including the ability to sign up for mobile and email updates. The Mitchell Brothers are promoted heavily on the site and users can view the video for The Streets' single 'Blinded by the Lights'.

The Mitchell Brothers' site is designed to mirror a Metropolitan Police slip handed to people after they have been the subject of a routine check. It offers links to the viral game, and a download of the video for the single.

Holler creative director Will Pyne commented: "We've created a classic table football game, but with a twist. Both the look and gameplay are totally unique."

In the game, users can choose to play as Terry or Teddy Mitchell and, by moving their mouse, can take penalties against a cartoon version of Skinner in goal.

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