The recently released NIN’s album Year Zero had an impressive 18 month viral campaign leading up to its release. I had been following this with much interest and had planned to get around to writing something but this is better: 37 Signals has a complete rundown on what was done summarizing as they say The Way a Viral Campaign Should be Run [via IndieHQ]

See also:
Reznor adopts unusual Web campaign for new album | Reuters

He apparently also ruffled the RIAA’s feathers in the process. Talk about icing on the cake.

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