Thursday, November 20, 2008

Mudvayne takes The New Game to the next level

Sometimes a name is just a name. And then there's Mudvayne's recent album The New Game, which turns out to be the focal point of, well, a new game.

The key is a code included in the packaging of every copy of the new album. Entering the code on the band's Web site unlocks a dossier containing the outline of a murder mystery and profiles (with photos) of 11 suspects. As Pollstar explains it, "To solve the mystery by eliminating one suspect each week, fans must use the full album packaging (lyrics, the mugshots and info provided), their historical knowledge of Mudvayne and the video for the first single, 'Do What You Do,' as well as weekly clues revealed on the band's Web site."

Grand prize is a Mudvayne "VIP laminate for life," one runner-up will settle for a signed Washburn guitar, and 10 more runners-up will receive signed copies of The New Game's deluxe edition. All in all, a pretty sweet deal -- and perhaps a sign of things to come as artists, labels and retailers begin to think more creatively about how to create the value needed to keep fans buying hardcopy product from brick-and-mortar stores.

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