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Nine Inch Nails Promotion of their upcoming album “Year Zero”
The album Year Zero (Rel. April 17, 2007)
• Feb 10, 2007 - Present (in reality Feb - May of 2007) •Elan Lee’s Co. eDoc Played a huge role in one of the rabbit holes by creating the t-shirts and various other things •The phone numbers in game received over 2 million hits each • Total of 20 pieces on almost all major continents; the total game ended in L.A. •At concerts because of clues found people started changing their behavior. • RIAA miscommunication Reznor was sued for leaking his own music.
The Game Ran from Feb 10, 2007 - May of 2007 In reality it really hasn’t ended just paused Elan Lee and eDoc and the clothing it was a huge player in the game and eDoc was acquired by 42 ent. The Phone Numbers were called 2 million times 20 pieces put in almost every part of the world including Lisbon , London, Sydney, All of U.S. The show in Spain people went to the restrooms as soon as they were let into the venue b\c of the ﬂash drive found in the previous venues not to their seats or the pit. RIAA sued the “pirates” for the music on behalf of record label and then were told off b\c the hope was to leak the music and a lot of the music was leaked already on purpose. RIAA didn’t know ended up even suing Reznor himself
Quick Statistics Pt. Deaux
• A new demographic was tapped for players and a players market. • New problems were found • the story was created way before ARGs even existed, Reznor saw the potential for mixed media story telling. • A new set of puzzles and clues - monaural devices were used to decipher clues out of the music - stereoscope to get the phone number out of garbage audio
New demographic playing the game and old players as well New game challenges. Moving too fast or not fast enough. The music was not going to bit torrent as expected some of the puzzles were not being solved fast enough. No clear end as usual. Reznor had already seen the story created in his head (Revolutionary) as well as he had already wanted to do something like this and to him was pushing his creative power something completly different. Puzzles were based on a different bias a lot harder than what we’ve seen before. Using audio spectrographs, the T-shirts sold at concerts. Traditional puzzles as well websites encoded.
Some of the in Game Stuff
A v i d e o o f w h a t f o u n d . . . w a s
• Your standard conspiracy story -the govt. is releasing chemicals in the water -there is the resistance -Pre- and Post- year zero events shape what is happening. •The end ... kinda ... was a concert for 50 of the fans \players a private concert “the Resistance Movement \Meeting”
Standard conspiricy theory just with a lot of future events and based off of events that actually happened. i.e. gulf war bush election, 9/11, next gulf war, privacy act.
What it Changed
•Trent Reznor (the band’s Lead) was one of the ﬁrst people to have an ARG for ARG’s Sake “It’s not FU¢£!%g Marketing”-Trent Reznor •Disney and Warner Bros. Records companies were so surprised at the hits on the sites and various other responses they wanted to buy 42 Entertainment as a marketing tool
A truly big budget grass roots ARG BUT!!! not really because of the fact that it still ultimately promoted his album eventhough it was self funded and paid out of his own pocket surprised old backward thinking co.’s
What it Changed Pt2
• The ARG is still open it’s not ended. The phones are still out there though they’re out of minutes they can still be reactivated. -Doc. B’s theory on Concentric ARG
get doc b. to explain better.
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