NIN Performs Secret Concert For Year Zero Fans
I already mentioned the interactive viral campaign Nine Inch Nails is using to promote their new album, Year Zero. Whether you like them or not, it's a pretty ingenious way to engage your fans and create general ambience for a concept album.
Interestingly the people who have been following the clues being dropped by the band as a backstory for the album (which includes fake websites, fake companies, phone numbers, etc) were led to an abandoned LA warehouse where the band performed a short concert for just a few dozen people under the guise of an Art is Resistance meeting. Participants signed a waiver that said, "I don't know where I'm going and I don't know what will happen."
Footage here starts with an actor playing a revolutionary, and ends with a fake swat raid.