Year Zero

Trent Reznor and NIN have produced an awesome marketing campaign around their upcoming album Year Zero. Check out this excerpt from wikipedia synopsis of the whole act:

"On February 12, 2007,fans found that a new Nine Inch Nials tour T-shirt containedhighlighted letters that spell out the words "I am trying to believe." It was discovered that iamtryingtobelieve.com was registered as awebsite, and soon several related websites were found in the IP range,all describing a dystopian vision of the world fifteen years in the future.

Many events reported on these websites take place in the year "0000." Digit Online later reported that 42 Entertainment had created these websites to promote Year Zero. Rolling Stone described the fan involvement in this promotion as the "marketing team's dream."Trent Reznor has however stated, "The term 'marketing' sure is afrustrating one for me at the moment. What you are now starting toexperience IS 'year zero'. It's not some kind of gimmick to get you tobuy a record - it IS the art form... and we're just getting started. Hope you enjoy the ride."

More about their use of USB drives and waveform messages here.