The rock band Arcade Fire (they’re from Montreal too 🙂 launched the official Website for their latest disc, Neon Bible, this week and it’s all one, big interactive video.

In a world where Musicians are doing anything (and everything) to get attention – from Facebook to YouTube, Blogging, etc… Arcade Fire has created the site BOnlineB.com (an anagram for Neon Bible).

It’s a unique Marketing approach and one that I have yet to see: allowing the Consumer to play with the video as it unfolds.

Check it out here: Arcade Fire – BOnlineB.com.