"Year Zero" project = "the way a viral campaign s. While record labels bemoan their sad plight, artists like Nine Inch Nails are coming up with creative ways to inject mystery and playfulness into the music promotion game.
The elaborate campaign for NIN’s new “Year Zero” album — 42 Entertainment is the agency behind it — is a great example of blurring the line between marketing and entertainment. Trail of clues It all started with a concert t-shirt: NIN Builds Album Hype with Somber World Forecasts. For album "Year Zero," Nine Inch Nails sets fans on a scavenger hunt with a series of webpages predicting the future.
One example is Another Version of the Truth, a picture of a seemingly gentler America. When you click and drag your mouse, the pastoral picture reveals a desolate wasteland. The first of the sites was discovered by fans who put together a set of highlighted words on a tour shirt. Modern8 - Brand Design for Marketing Communications. Seth's Blog: The brand formula.
What's a brand?
I think it is the product of two things: [Prediction of what to expect] times [emotional power of that expectation]. If I encounter a brand and I don't know what it means or does, it has zero power. If I have an expectation of what an organization will do for me, but I don't care about that, no power. Fedex is a powerful brand because you always get what you expect, and the relief you get from their consistency is high.