Each year JCPenney sponsers the FOX Teen Choice Awards. The centerpiece of the campaign was rockyourlook.com – a first-of-its-kind online karaoke contest. The prize: an all-expense paid trip to Los Angeles to appear on the 2008 TCA’s. At rockyourlook.com (now offline) visitors could select a song, then using their webcam, record a performance, customize and upload their video. The site made innovative use of Google’s new API’s to seamlessly upload and host the videos on YouTube. Within three weeks, thousands of videos flooded the gallery, and hundreds of thousands more came to watch and vote .
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