Metro has teamed up with Atlantic Records to celebrate the launch of pop superstar Ed Sheeran’s new album, ‘No.6 Collaborations Project’.
Today, 10,000 special copies of the newspaper will be distributed to commuters around London carrying a glossy cover wrap with innovative thermochromic ink. Readers will be instructed to rub areas of the cover to reveal exciting new information about Ed’s hotly-anticipated sixth record released today.
The innovative print solution has been created using heat technology, allowing commuters to ‘rub and reveal’ sensitive patches of newsprint to discover not only the name of the album but also the names of Ed’s much-talked about musical collaborations in a fun and creative way.
The partnership activity was brokered by media agency, the7stars.
Make sure you pick up today’s copy of the Metro on your way home!