Nine Inch Nails

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Nine Inch Nails

  1. 1. NINE INCH NAILS<br />Marketing Campaign<br />
  2. 2. Who is Nine Inch Nails?<br />
  3. 3. What do they stand for?<br />Anti-authority<br />Anti-corporate<br />Pro-freedom of speech <br />Cross-generational<br />Cross-national<br />
  4. 4. Marketing ‘Year Zero’<br />It began with a ‘year zero’ album concept <br />exploring issues of terrorism, drugs and government conspiracies<br />First clue was printed on the tour t-shirts: <br />The highlighted words in red spelled out a browser code www.iamtryingtobelieve.com<br />
  5. 5. The highlighted words spelled out a LA telephone no..<br />Months later another clue was printed on a 2nd tour t-shirt <br />The number, when called, played a newscaster announcing that ‘America is Born Again’ and a distorted snippet of a new NIN song.<br />In addition, USB sticks were found in the toilets of venues where the band had played: contained a new song plus a number of beeps.<br />
  6. 6. Translating the beeps into Morse Code gave another web address: http://anotherversionofthetruth.com/ ; if you move the mouse another ‘secret’ image appears<br />The USB sticks contained Morse Code<br />At another tour concert, numerous USB sticks were found. They also contained a different new NIN track, which dissolved into insect sounds near the end…<br />… these clicks could be translated into another phone number.<br />This is what they heard:<br />http://www.wired.com/entertainment/music/magazine/16-01/ff_args#<br />
  7. 7. Visitors to the www.uswiretaps.com were able to access a case file about secret police using a nightclub known as a ‘resistance’ meeting place to test a new violence-inducing drug…<br />The distorted lyrics as saying ‘Red Horse Vector’. A lead to another website:<br />http://redhorsevector.net/<br />50 were given a mobile and told to keep it on them at all times.<br />Selected users were asked to meet under a mural in East LA created by one of the artists.<br />
  8. 8. fans were told to meet in a car park<br />They were driven to a secret location by a blacked out car<br />The ‘Open Source Resistance’ gave a speech about the importance of creative freedom<br />Then NIN hit the stage!<br />
  9. 9. 2.5 MILLION people had visited at least one of the 30 sites linked to the campaign<br />NIN reached TOP 10 albums in the US, UK, Australia and three other countries.<br />This innovative campaign allowed Fans of Nine Inch Nails to interact within what they believed was a ‘secret society’ set up by the ban. The band was also active in their Ad campaign which shows their interest in their fans as well their MUSIC. <br />

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