Alternate reality game from 42 Entertainment for the industrial rock band Nine Inch Nails.
Year Zero
This is the best example around of cyber storytelling crossing between the digital and real world. The campaign built a dedicated community of followers spreading and creating an alternate world to promote a new album release and greater depth of engagement with the band.
http://www.alternaterealitybranding.com/cannes2008yearzero/
Author: Robert Harvey TBWA\Whybin
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