From the masterminds behind the scary and viral "Take This Lollipop" video, Linkin Park's new music video for "Lost in the Echo" places your Facebook pictures into the storyline to personalize the tale for each viewer.
"I think we’re at a turning point for the 'music video,'" Linkin Park's Mike Shinoda tells Mashable. "The whole idea of doing a static 3:30 movie or performance to sit underneath a song feels kind of boring."
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When Shinoda, the band's rapper and multi-instrument musician, connected his Facebook account, the powerful interactive video transformed into an unexpected humorous story.
"I never put personal pictures up on it so ... half the pictures were of dogs, landscapes, and random silly things," he says. "It was hilarious to watch this video pull those pictures and see the characters in the video break down in tears over a picture of a ham sandwich."
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The video can be found at LostInTheEcho.com, which will ask for temporary access to your Facebook photos.
This teaser video shows how the emotionally intense people in the video will react to your pictures.
Interactive director Jason Nickel and Tool's Jason Zada co-directed the video, infusing it with the Facebook integration that turned "Take This Lollipop" Facebook app into an eerie web sensation in 2011. The app was proclaimed the fastest-growing Facebook app ever, with nearly 10 million Likes.
At the end of the Linkin Park video, the site will give you the option (see below) to share the experience on Facebook or Twitter.
"This kind of experience is still in its early days," Nickel tells Mashable. "As social media grows, and as people become more comfortable sharing their personal information, or events in their daily life, I see these experiences becoming more common, and easier to fall into."
Readers, how did your video turn out? Serious? Funny? And do you think more artists should release interactive music videos like this? Chime in below.
This story originally published on Mashable here.