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An alternate reality game emerged parallel to the Year Zero concept, expanding upon its storyline. Clues hidden on tour merchandise initially led fans to discover a network of fictitious, in-game websites that describe an Orwellian picture of the United States circa the year 2022 . Before Year Zero's release, unreleased songs from the album were found on USB drives hidden at NIN concert venues in Europe, as part of the alternate reality game. Fan participation in the alternate reality game caught the attention of media outlets such as USA Today and Billboard, who have cited fan-site The NIN Hotline, forum Echoing the Sound, fan club The Spiral, and NinWiki as sources for new discoveries.
