By Dana Sedgwick

The digital media team over at Atlantic Records isn’t shy of non-traditional methods for fan engagement. Stand out projects include an interactive ebook for the band Shinedown’s 2012 album Amaryllis, Jason Mraz’s twitter-sourced video for “The Woman I Love,” and most recently, Bruno Mars’ Treasure Dance project.

This video project, a collaboration between Atlantic Records, Instagram and Ok Focus, utilizes Instagram’s new video feature to compile and integrate fan videos into a retro-styled video that constantly updates, mixing the most recent 100 uses of #treasuredance with footage of Mars himself.

“We wanted something that felt endless,” says Thanh Nguyen (Director Digital Marketing, Atlantic Records).

“People were already posting videos of themselves in the car listening to the song… [#treasuredance] gives fans a fun way to be creative around the song.”

This marks the first ever Instagram video hack… the team started work on the project beginning around mid-June, using classic Atlantic Records 80′s design to support the 80′s aesthetic of the site, song and footage.

The goal of the project was to create something fun that fueled “chatter.”

Nguyen adds, ”By nature, the experience for me and the experience for you will be different, which is exciting.”

Visit www.treasuredance.com to check out this immersive, fun & funky video… and then watch it over and over again, because that’s somehow what always ends up happening to me.

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