Coheed and Cambria's much-anticipated third album, Good Apollo, I'm Burning Star IV, Volume One: From Fear Through The Eyes Of Madness, isn’t due in the stores until next Tuesday, September 20. Nevertheless, Columbia Records and MTV have already teamed up for a multi-faceted and unprecedented joint effort to launch the album via each of MTV's platforms—MTV, MTV2 and mtvU.

The cross-platform campaign was first initiated when mtvU captured the band—which includes Claudio Sanchez on vocals and guitar, Michael Todd on bass and backing vocals, Travis Stever on lead guitar and backing vocals and Josh Eppard on drums and backing vocals—in the studio earlier this year, as the group was putting the finishing touches on Good Apollo.... Coheed and Cambria proved to be a favorite with mtvU's internet-savvy audience, even scoring two awards on the site's inaugural and highly imaginative mtvU Woodie Awards '04—including the "Soundtrack of My Life Woodie" (for Best Album “if our lives were movies and needed a soundtrack”) and the "Road Woodie" (for the Hardest Touring Band of the Year).

The time line for this unprecedented MTV campaign is already underway and will proceed as follows:

Aug. 12: The "Welcome Home" video premiered on all of MTV's online entities: mtv.com, mtv2.com and mtvU.com.

Aug.15: MTV2 and mtvU premiered the first of six animated shorts chronicling the saga of Coheed and Cambria under the title "Never Been Done Before." A new episode has aired each week leading up to the release of Good Apollo… next Tuesday. Each of the animated shorts has featured a different new song from the album.

Aug.16: The "Welcome Home" video premiered on mtvU, hitting 750 college campuses across the nation.

Sept. 13: MTV.com, mtv2.com, mtvU .com began streaming Good Apollo… in its entirety as part of The Leak. In addition, promo spots for the album began running on MTV, MTV2 and MTVU, which was a first for all three platforms. The streams will continue until the day of the album's release,

Sept. 20: "The Suffering" will premiere on MTV2 Unleashed once per hour from 6 a.m. to midnight.

Nov. 23: Nokia Unwired Live, a half-hour concert that the band special filmed at the Hard Rock in Orlando, will air on MTV, with repeats on MTV2.