Spotify teamed up with Coldplay this weekend to promote the band's forthcoming album "Music of the Spheres," by teasing fans with a cryptic billboard.
Spotify users discovered the location through the Canvas feature on the new Coldplay track “My Universe.” Canvas (the short looping video that accompanies the track) revealed the clues via a video-art showcase. After locating the billboard, fans could find the full lyrics, for the first time, of the new track ‘"Biutyful."
The digital billboard’s display mysteriously came together to the words to the song as well as a Spotify code that, when scanned, took fans to a "Music of the Spheres" playlist.
More fans around the world will also be able to hunt down clues, only on Spotify, in coming days for locations around the world where the lyrics for further tracks will be revealed. The album comes out Oct. 15
Coldplay is not the only rock band using mysterious outdoor marketing to generate attention for an album launch this week. Adele has been teasing her new album, widely believed to be titled "30," starting with the number 30 appearing all around the world in iconic locations such as the Louvre in Paris, the Empire State Building in New York and the Colosseum in Rome.