As fans worked to unravel the riddle of who the mashups' mystery bands were, Web sites and blogs, including USA Today's Pop Candy blog and The Daily Swarm, served as their base for discussing and dissecting it.
"What we try to do every year is to think of interesting ways to get our fans engaged," said Shelby Meade, the owner of Fresh & Clean Media, which also produces Lollapalooza.
Beginning at 5am tomorrow, festival representatives will begin revealing the lineup on morning shows.
The campaign also included more traditional outreach.
"We also do outreach to travel-based magazines and calendar listings," Meade told PRWeek. "We're constantly trying to pitch new ways to experience the festival. We also work in conjunction with the travel bureau in Austin. This is such a great thing for Austin and we have a very nice synergy."
In past years, the festival's Web site hosted videos and games that encouraged fans to guess the lineup of the show prior to the announcement.