The 1975 have repeatedly used a social media reset to announce a new album – scrubbing their social channels to set things up for a fresh release.

Not going as far as the full reset, a tweet from a new Twitter account (@ MindshowerAI) sent their fans down a variety of digital rabbit holes to figure out what they were up to. “Begin your own journey and find yourself in our stunning retreat,” said its first (and, so far, only) tweet. “Mindshower digital detox puts you back in control. RECONNECT. RECHARGE. REJUVENATE.”

A 60-second video came with it that featured soothing images of nature over which were automated-sounding voices saying things like, “My joy is constant and smooth”/“I hope for a better world for everyone.”

Clicking on the mindshower.ai link (which now redirects to the band’s official site) added more clues while it was still live, including what seemed to be auto-generated phrases that were vaguely tied to mindfulness.

The fact the account was only following @snowflakesmasher86 (who just happens to be named after a character on the band’s last album) was quickly spotted and pounced on by fans. This was underscored by lead singer Matt Healey posting the phrase “MIND SHOWER” under a photo on his Instagram account.

The Mindshower trailer then ended up on the band’s YouTube channel, leading up to a YouTube premiere for the computer-animated video for their track ‘The Birthday Party’.

It’s a pretty simple activation and not anywhere near as complex or as cryptic as the long run up to Harry Styles’ ‘Adore You’ single last year that had a fake tourist site, fake Yelp-style reviews and more as part of an intricate breadcrumb trail for months in advance. Even so, this fits into what The 1975 have done for a long time in their marketing and while things like this are expected from them now, it doesn’t lessen their impact.