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Blurring the lines between advertising and social media, OK Go partners with Cuervo Cold for a new interactive video. 

How would you—or least, your avatar—like to be in a music video by OK Go right now?

Thanks to a partnership with Spanish tequila maker Cuervo Cold, the band has launched an interesting initiative that lets fans insert their Facebook and Twitter profile pictures into a live version of “I Want You So Bad I Can’t Breathe,” filmed at a recent pop-up concert in Brazil.

The technology, dubbed “ShotCast” and created by London-based creative agency Albion, uses those images to make a moving mosaic that’s never the same twice. Better still, fans can add an optional message, select a tool to find themselves in the video, and easily share the results on Facebook and Twitter. The site does the same thing for five additional music videos, so there’s still plenty of space to go around.

Of course, OK Go knows a thing or two about viral videos. “A Million Ways” at one point was the most downloaded music video in history, while “Here We Go Again,” otherwise known as the treadmill video, earned a Grammy.

But this latest campaign takes the band’s social strategy to another level. The videos make for a fascinating blend of art, commerce, and online media. Best of all, you can make a fashionably late appearance.  

Here’s another video from the band’s appearance in Brazil.

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