The culmination of a weeks long viral marketing campaign, the clock struck 9pm on 9/9 last night, and as expected, Arcade Fire was behind it all, promoting their new album Reflektor.

Reflektor, their fourth album following 2010’s Grammy winning The Suburbs, will be a double-album featuring 13 songs. Produced by LCD Soundsystem’s James Murphy, the first single from the album was released last night as well, a track titled - appropriately enough - “Reflektor”.

The song runs just over seven minutes, and feels like a late-era Talking Heads jam.  Ever the productive bunch, the Canadian band has release not just one, but two music videos for the track.

The standard video, directed by Anton Corbjin, is a dark, black and white noir and is embedded below.

www.youtube.com/watch

For something a little more interesting, following the “We Used To Wait” interactive experience called “The Wilderness Downtown”, Arcade Fire reteamed with Vincent Morisset for an HTML 5 heavy app called “Just a Reflektor”, which allows you to interact with a unique video experience using your cellphone and mouse.  A trailer for that video is below, and you can experience it for yourself at JustAReflektor.com.

www.youtube.com/watch

But what’s all the hype without an album? Reflektor is available for pre-order in vinyl, CD and digital formats now, and will officially be released on October 29th.