Lady Gaga's latest album cover, for the upcoming ARTPOP, will premiere on mass media company, Clear Channel's digital billboards at 6pm GMT today (Monday 7 October).
Adverts will appear simultaneously in cities around the world, including London, Paris, New York, Mexico City, Barcelona and Los Angeles.
Fans will be encouraged to tweet their thoughts on the cover using the hastahg '#iHeartARTPOP', with a selection of fan tweets appearing in the background of the digital adverts.
The 'digital tease' of the album cover - designed by Jeff Koons - will be the first time an artist has combined fan social media engagement with a global out-of-home media event.
New portions of the album will be revealed every few minutes, with London alone playing host to 100 screens, including Oxford Circus, Holborn and Cambridge Circus.