Sorry, couldn't resist the bad pun and marketing culture criticism there on the headline...What can I say, I'm always torn on these kinds of events. On one hand, it's like, "sweet, join the party and get free tickets!" On the other hand, sometimes these "free" events can be a total time drain and buzz kill and the whole experience hardly seems worth the money you're supposedly saving.
Oh, and before the Walkmen fan hate mail starts flowing in, don't worry, I don't seriously believe you band has sold their soul here. Band involvement in these kind of things makes the rock purist in me cringe when it's a personal favorite that plays (like that one time I was distraught to discover BRMC doing a free show for a whiskey brand), but realistically it's hard to be critical at this point given how the music industry works (or should I say doesn't work?) anymore.