Grow Interactive

"Rock Your Look" was a first-of-its kind, interactive karaoke video contest.  The promotion was created in partnership with Saatchi & Saatchi New York as part of their "Back to School" campaign, connecting teen music lovers to the hip, self-expressive style of JCPenney's various brands.

The website allowed users to create and save webcam-recorded karaoke videos complete with effects and a background knockout tool.  Each of the effects corresponded with a different outfit from one of the JCPenney brands.

We utilized YouTube's latest APIs to dynamically save and deliver the user-recorded content.  Videos posted to the site were automatically uploaded to a YouTube channel for the campaign, increasing the reach of the content and providing promotion back into the microsite.  The approach was also cost-effective as it eliminated high hosting costs that would've been incurred by the vast amount of video.

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