Viral marketing agency 42 Entertainment has created a network of Web sites to promote the forthcoming album Year Zero from industrial rock band Nine Inch Nails, Digit has learned.
The network is based around a series of homepages and messageboards from a dystopian future, where the US is a fundamentalist Christian-controlled police state and many people are hooked on a new synthetic drug called Opal. The network begins from anotherversionofthetruth.com, where visitors can peel away a positive veneer using the mouse to reveal a darker world underneath.
Other sites in the campaign include iamtryingtobelieve.com, bethehammer.net, 105thairbornecrusaders.com, and churchofplano.com. All of the sites have a distorted overlay, a graphical technique used many times on Nine Inch Nails' packaging and materials.
[Since this story was originally posted, it has been brought to our attention that although echoingthesound.org was set-up by the same private domain registrar as the viral sites, it has been running since 2003 – so is very unlikely to have been created as part of the Year Zero ARG.]
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