To increase sales for Lorde’s “Pure Heroin” CD in Argentina, Universal Music offered fans the chance to dance like the singer and earn a discount on her CD.
Fans are invited to submit videos of themselves imitating Lorde’s unique moves via a special booth placed in record stores, popular bars and a local music festival. Fans also had the option to upload a video of their own to receive a discount. Software using kinetic technology was developed to analyze the movements from the videos and see how well they matched Lorde. If a fan’s moves matched 25% of Lorde’s dancing, they would receive a 25% discount.
More than 52,000 people used the booths and over 13,000 fans won discounts on the CD. One grand prize winner won a trip to Los Angeles to meet Lorde.