what you can learn from nine inch nails

NIN gets the internet. Just like Lost has reinvented the TV experience using newly available tools to their advantage, NIN has done the same in the music industry. Last release, they let their fans remix their music.

This release has a world of mysterious sites and actions, that are giving fans something to engage with. A song from their unreleased album was "found" on a flash drive, in a bathroom at one of their shows. Now, odd websites are launching, and curious audio tracks are being released. And people are finding images hidden in spectographs of songs.

In a recent interview with Kerrang!, singer Trent Reznor says that "the new record is a concept, part of a bigger picture of a number of things I'm working on." And that sums it up. It's no longer just a CD.

Can't your branding plan do the same thing? Does it have to be as simple as a series of ads, and a website? What can you do to make it deeper, more engaging?

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