Promoting Music in an ARGish way
Earlier I wrote about a group of podcasters leveraging social media to promote a song to the top of the iTunes charts. No sooner had I posted that when in popped an email to the inbox from mediaPost describing how Nine Inch Nails are promoting their new album Year Zero. Not for them the open mass media, they are using tricks and puzzles normally found in the world of ARGs to excite fans about their music; in fact they appear to have used one of the premier ARG companies to do the promotion - 42 Entertainment. From the wikipedia article here’s some of the things been done:
- t-shirts had the message I am trying to believe, which led to iamtryingtobelieve.com. More shirts had phone numbers hidden on them; callers heard new tracks.
- USB drives were found at NIN concerts, containing tracks and further clues. One drive contained a file of static which was analysed to give another phone number, which led to a further site.
- A further static track was shown to give an image known as ‘the presence’, which is a consistent image associated with the album.
The album is not released until April 16, so I’m guessing there’s far more to come. this is not mass marketing, but it is sure driving engagement of the band’s fans.
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POSTED IN: Alternate Reality Experience, Buzz Marketing, Engaging the Customer
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