Rockers Alice In Chains have involved fans in the band's new video by creating the promo from images submitted via picture-sharing website Instagram.
The Check My Brain hitmakers reached out to their fans earlier this month (Dec12) to ask for Instagram snaps to complement the lyrics to Hollow, and they debuted the finished product on Tuesday (18Dec12).
A post on the band's website reads, "Two weeks ago, Alice In Chains began posting the lyrics from their brand new song, Hollow... on Instagram, asking you, the fans to create an image inspired by or featuring a word or phrase from the lyrics. Fans from around the world took to Instagram, sharing their photo interpretations of each lyrical phrase.
"Hollow makes its world premiere on (the band's website) along with a lyric video that includes your Instagram photo submissions."
The band's promotional stunt comes shortly after Instagram hit the news for all the wrong reasons this week (beg17Dec12).
A number of stars including Rosario Dawson, Jordin Sparks and Kim Kardashian threatened to quit Instagram over the company's controversial new photo ownership policy, which appeared to suggest company bosses could sell on users' pictures without compensation or notification after 16 January (13).
Instagram bosses have since denied the claims and insisted they are re-working the language of the policy to make it less confusing.