Editing OK Computer (section)

===Marketing===
[[File:Radiohead Matters.ogg|thumb|right|[[Colin Greenwood]], [[Jonny Greenwood]], [[Ed O'Brien]], and [[Phil Selway]] discussing ''OK Computer'' in 1997]]
[[File:Fitter Happier shirt.png|thumb|The lyrics to "Fitter Happier" and images adapted from the album artwork were used on advertisements in music magazines, signs in the [[London Underground]] and shirts (''shirt design pictured'').]]
Parlophone launched an unorthodox advertising campaign, taking full-page advertisements in high-profile British newspapers and [[London Underground|tube stations]] with lyrics for "Fitter Happier" in large black letters against white backgrounds.<ref name="CANTIN"/> The same lyrics, and artwork adapted from the album, were repurposed for shirt designs.<ref name="SELECT"/> Yorke said they chose the "Fitter Happier" lyrics to link what a critic called "a coherent set of concerns" between the album artwork and its promotional material.<ref name="SELECT"/>

Other unconventional merchandise included a [[floppy disk]] containing Radiohead [[screensaver]]s and an [[FM broadcasting|FM]] radio in the shape of a [[desktop computer]].<ref>{{cite news
 | first = Chris
 | last = Martins
 | url = http://blogs.laweekly.com/westcoastsound/2011/03/radiohead_newspaper_collectible_walkman_universal_sigh.php?page=2
 | title = Radiohead Gives Out Free Newspaper in LA: Here's a Top Eight List of the Band's Most Peculiar Swag
 | newspaper = [[Los Angeles Times]]
 | date = 29 March 2011 | archive-url = https://web.archive.org/web/20120423174629/http://blogs.laweekly.com/westcoastsound/2011/03/radiohead_newspaper_collectible_walkman_universal_sigh.php?page=2
 | archive-date = 23 April 2012 | url-status = dead
 | access-date = 30 September 2011 }}</ref> In America, Capitol sent 1,000 cassette players to prominent members of the press and music industry, each with a copy of the album permanently glued inside.{{sfn|Randall|2000|p=243}} Gary Gersh, Capitol's president, said: "Our job is just to take them as a left-of-centre band and bring the centre to them. That's our focus, and we won't let up until they're the biggest band in the world."<ref>{{citation
 | first = Barney
 | last = Hoskyns
 | title = Exit Music: Can Radiohead save rock music as we (don't) know it?
 | magazine = [[GQ]]
 | date = October 2000}}</ref>

Radiohead planned to produce a video for every song on the album, but the project was abandoned due to financial and time constraints.{{sfn|Clarke|2010|p=113}} According to [[Grant Gee]], the director of the "No Surprises" video, the plan was cancelled when the videos for "Paranoid Android" and "Karma Police" went over budget.<ref name="Quietus">{{Cite web|last=Scovell|first=Adam|date=15 January 2018|title=The Bends? Grant Gee On The Day Thom Yorke Nearly Drowned For Art|url=https://thequietus.com/articles/23859-grant-gee-radiohead-interview-meeting-people-is-easy|access-date=15 February 2021|website=[[The Quietus]]|language=en-us}}</ref> Also cancelled were plans for the [[trip hop]] group [[Massive Attack]] to [[remix]] the album.<ref>{{cite web|date=4 March 1998|title=Massive Attack Drops Plans To Remix Radiohead, Teams With Cocteau Twins|url=http://www.mtv.com/news/articles/1427202/massive-attack-drops-plans-remix-radiohead-teams-with-cocteau-twins.jhtml|url-status=dead|archive-url=https://web.archive.org/web/20120621132802/http://www.mtv.com/news/articles/1427202/massive-attack-drops-plans-remix-radiohead-teams-with-cocteau-twins.jhtml|archive-date=21 June 2012|publisher=[[MTV News]]}}</ref>

Radiohead's website was created to promote the album, which went live at the time of its release, making the band one of the first to [[Online presence management|manage an online presence]].<ref name="Curious Case">{{cite web|url=https://pitchfork.com/features/article/9890-internet-explorers-the-curious-case-of-radioheads-online-fandom/|title=Internet Explorers: The Curious Case of Radiohead's Online Fandom|last=Jeremy|first=Gordon|date=12 May 2016|website=[[Pitchfork (website)|Pitchfork]]|url-status=live|archive-url=https://web.archive.org/web/20160512175336/http://pitchfork.com/features/article/9890-internet-explorers-the-curious-case-of-radioheads-online-fandom/|archive-date=12 May 2016|access-date=21 October 2019}}</ref> The first major Radiohead [[fansite]], Atease, was created shortly following the album's release, with its title taken from "Fitter Happier".<ref name="Curious Case"/> In 2017, for ''OK Computer''{{'}}s 20th anniversary, Radiohead temporarily restored their website to its 1997 state.<ref>{{Cite web |last=Plaugic |first=Lizzie |date=2 May 2017 |title=Radiohead restores the '1997 version' of its website for OK Computer remaster |url=https://www.theverge.com/2017/5/2/15518820/radiohead-ok-computer-remaster-1997-website |access-date=14 May 2021 |website=[[The Verge]] |language=en}}</ref>