Free daily newspaper Metro has pitched into the publicity push of acoustic superstar Ed Sheeran's new album with an innovative thermo cover wrap that unveils clues about the release when rubbed.
The DGM Media title will work with Atlantic Records to deliver 10,000 special copies of the newspaper to commuters on Friday 12 July.
The cover uses thermochromic ink that disappears when rubbed to reveal cryptic clues about the artist's sixth record, which is out the same day.
Grant Woodthorpe, executive director of investment at Mail Metro Media, said: “We’re thrilled to partner with Atlantic Records for the release of what will undoubtedly be one of the biggest-selling albums of the year. With the youngest audience of all the national print titles and 82% of Metro readers thinking it’s important to be well informed about things, we are the perfect collaborator for Ed on this one, as we also continue our mission to push boundaries with creative print solutions.”
The deal was brokered by media agency the7stars and utilises new print tech to drive conversations about the album release.
The ‘rub and reveal’ drive will show the name of the album and the many collaborators the musician has netted.
Metro is a fan of a unique commercial cover; last August it had Simpsons creator Matt Groening redesign its masthead in a promo for his new show Disenchantment.
Check out the Sheeran cover in action below.