Grow Interactive

C3 Presents asked us to help unveil the 2007 Lollapalooza lineup and to generate excitement for the upcoming festival.  In line with Lollapalooza's tradition of bringing diverse fans and bands together, we created Paloozahead, a website that invited fans to hit the stage with a genre "mash-up" performance representative of their varied tastes.

Visitors could upload a photo, pick an outfit and a crazy dance, and then select a song from more than 75 festival artists.  Tattooed rockers breakdanced to Snow Patrol.  Tie-died hippies jammed the keytar to Daft Punk.  Zombies played acoustic guitar to The Roots.  After rocking out on stage, visitors were encouraged to share their performance on their MySpace or website.

The campaign was one of the first to bring interactive avatars to social networks, and the results were through the roof.  The site generated over 220 million views in the sixteen weeks prior to the festival with over 1.4 million Paloozaheads created.  Of those, more than half were embedded in users' MySpace profiles, personal blogs, and websites.  The campaign generated more than 600,000 clickthroughs to the Lollapalooza website, 120,000 of those directly to "buy tickets".

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