Entertainment

Ed Sheeran hides new single in a Snapchat Lens as part of album teaser campaign

Author

By Rebecca Stewart | Trends Editor

January 6, 2017 | 3 min read

Snapchat became a favourite for brands last year and now it would seem Grammy-award winning star Ed Sheeran is looking to kickstart a similar trend for musicians.

The A-Team singer has debuted a 30-second clip of his new single on the messaging app, hiding the song in a Lens overlay. Eagle-eyed fans in the UK first noticed the push in the early hours of Friday (6 January).

Snapchat Ed Sheeran Hear New Album Leak

Ed Sheeran hides new single in a Snapchat Lens as part of album teaser campaign

As modeled by the man himself (and some sporting members of The Drum's editorial team) the interactive campaign overlays users' Snapchat selfies with a pair of augmented reality sunglasses and surrounds them in shiny multi-coloured lights. If a Snapper has the volume turned up then they will hear snippet of of Sheeran's new hit Shape of You.

The latest marketing news and insights straight to your inbox.

Get the best of The Drum by choosing from a series of great email briefings, whether that’s daily news, weekly recaps or deep dives into media or creativity.

Sign up

Snapchat has yet to comment on how long the campaign will run for.

Sheeran has been teasing his new album, called 'Divide', all week across social, revealing cryptic images on Twitter and sharing lyrics with fans on Facebook.

Snapchat got musical back in December when Sainsbury's unveiled the first ever UK karaoke Snapchat Lens as part of its Christmas campaign which featured the musical stylings of James Corden.

Entertainment

More from Entertainment

View all

Trending

Industry insights

View all
Add your own content +