Lady Gaga and MAC Cosmetics have launched a “digital, interactive movement” (a.k.a. a microsite, albeit an innovative one) to drive awareness for a line of lip color products that benefit HIV and AIDS-related charities.
Users are invited to upload photos of themselves at vivaglam.com, which will then be transformed into a “sequin” that becomes part of a matrix of sequins featuring other participants. Users are then asked to spread awareness via email, Facebook and Twitter; the more they share, the larger and more prominent their sequin becomes in the matrix.
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