While Nancy at Online Fandom covered this nearly a month ago, the guys at 37signals have a pretty thorough recap of the tremendous marketing campaign behind the new Nine Inch Nails record. It's a great example of the kinds of things you can do to get your fans really excited about something while allowing them to extend their experience with you. Best of all, apart from the super-fancy hidden text on the CD, these are all things you could do yourself, without a lot of money. (I don't mean copying what they've done exactly, but if you take some of the creativity and enthusiasm you put into your songwriting and think about how to create great experiences for your audience, you can really show them why you deserve their trust, their love, and their patronage.)

Track these topics: marketing, music+business, nine+inch+nails, promotion