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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).

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.

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.

6th January 5am GMT | midnight ET x pic.twitter.com/azkW2x2OBE

- Ed Sheeran (@edsheeran) January 2, 2017

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.

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

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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.

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Ed Sheeran before he was famous - Street performing

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http://www.edsheeran.com/news

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Ed Sheeran popped into HMV on London's Oxford Street this morning (March 3) to buy a copy of his new album '÷'. Watch it all unfold in the video above

The singer-songwriter then leapt behind the cash desk so he could sell the album to customers at the store. He even had an 'Ed' name badge made for the occasion.

Today sees the release of Ed Sheeran 's hotly-anticipated new album '÷', which features the hit singles 'Shape Of You', 'How Do You Feel (Paean)' and 'Castle On The Hill'. It's expected to become one of 2017's biggest sellers.

During a recent interview to promote the album, he revealed an incident in which he ' got hammered and hit Justin Bieber in the face with a golf club', and opened up about his relationship with Noel Gallagher.

Pick up your free NME this week for our cover story, ' Everything you need to know about Ed Sheeran '.

In this week's free magazine: Super Ed Sheeran - 50 things you never knew about music's all-conquering boy wonder. Out Friday. Find your nearest stockist > http://trib.al/8iRSRON

Posted by NME on Wednesday, March 1, 2017

Browse Ed Sheeran Merch in the NME Store.
Meanwhile, his upcoming UK and Ireland tour dates are below. Tickets are on sale here.

London, Royal Albert Hall (March 28)
Dublin, 3 Arena (April 12, 13)
Glasgow, The SSE Hydro (16, 17)
Newcastle, Metro Radio Arena (19, 20)
Manchester, Arena (22, 23)
Nottingham, Motorpoint Arena (25, 26)
Birmingham, Barclaycard Arena (28, 29)
London, The O2 (May 1, 2)

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Ed Sheeran buys and sells his own album '÷' at London record store - NME

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Ed Sheeran popped into HMV on London's Oxford Street this morning (March 3) to buy a copy of his new album '÷'. Watch it all unfold in the video above The singer-songwriter then leapt behind the cash desk so he could sell the album to customers at the store.

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Ed Sheeran chats to Zane Lowe as his single, Sing, is aired for the first time anywhere in the world I don't own the audio on this video. If the copyright owner requests its deletion, I'll gladly do so. Follow me on Twitter @MartinCox0155

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marketing
promotion

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Apple keep their marketing fairly simple so that they don't overwhelm their customers with information. Apple understood this concept and stuck with it

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Steve jobs didnt have a masters degree, but he excelled at marketing. Those marketing skills propelled Apple into the top spot and turned the company around from near bankruptcy.

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Sam

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Sam

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Snapchat - http://www.thedrum.com/news/2017/01/06/ed-sheeran-hides-new-single-snapchat-lens-part-album-teaser-campaign

Clever Marketting -
http://www.trendjackers.com/outstanding-examples-modern-music-marketing/

Taking over the charts -
https://musicindustryblog.wordpress.com/2017/03/13/how-ed-sheeran-broke-the-charts/

Ticket touts -
http://www.bbc.co.uk/newsbeat/article/38851851/ed-sheeran-angry-over-touting-after-tour-tickets-go-on-sale-on-secondary-sites

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https://en.wikipedia.org/wiki/PlayStation#Marketing

http://www.marketing91.com/marketing-mix-of-sony-playstation/

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https://www.youtube.com/watch?v=axSnW-ygU5g

https://www.youtube.com/watch?v=dkDMvYCvqyA

https://www.apple.com/uk/apple-events/october-2016/

https://www.entrepreneur.com/article/280692

https://blog.kissmetrics.com/7-strategies-apple-marketing/