Monday, April 30, 2007

NIN viral campaign catch-up

Image:Yearzero cover323.jpg

Lots of people have asked me about the NIN campaign which has attracted a lot of noise around the release of their new album Year Zero. Matthias Lumm (Malum) posted about it last month and John Fleckenstein commented on it this morning.

Here's a brief catch-up on the details:

The campaign began when fans found that a new Nine Inch Nails tour T-shirt contained highlighted letters that spell out the words "I am trying to believe." It was then discovered that was a website that spoke of a vision of a dystopian future - also other websites found in the same IP range were also portraying a similar theme.

Soon after a USB key containing an mp3 of a new song from the album was found in the bathroom at a NIN concert in Lisbon, followed by others at other concerts - these quickly found their way around the net.

Other files included an mp3 of static noise that when ran through a spectrograph produced an image of 'the presence' which would go on to become the album cover.

The entire concept is about harnessing the power of fans. Marketing never gives the consumers enough credit (in my humble opinion).

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