Staind guitarist Mike Mushok calls the forthcoming "The Illusion of Progress" "a very different record for us, but better different."

The same can be said for the way Flip/Atlantic is bringing the rock quartet's sixth studio album to market in advance of its Aug. 19 street date.

While first single "Believe" is making an impact at active and alternative radio, the Massachusetts band's traditional base of support, the label is planning an intensive and ambitious viral campaign to launch and sustain the album via a broad array of Web sites and platforms.

Staind has created an exclusive edition of "Illusion" that contains three bonus tracks and a one-year membership to the group's fan club. The "fan pack" will be sold at retail outlets but, according to Atlantic senior VP of pop/rock marketing Dane Venable, will encourage buyers to link to the group's Web site and expose them to Staind's online community, including access to a special 30-minute documentary on the making of the album.

Staind is also involved in a special mobile promotion...

Click here for the full story, including how the band recaptured the interest of its core fan base using the Web, the initiatives launched via the band's site, the digital strategy with online retailers and more.