It's the ultimate silly season promotion, especially for those fans who would jump at a chance to rub up against Ed Sheeran.
UK commuter daily Metro has come up with an innovative cover which spils details of Sheeran's new album, including title and collaborators when rubbed.
Special thermo-sensitive inks have been used toprint the front page of the DMG Media print masthead. Rub and you reveal... and we'd guess a similar effect might be gained if you were to leave the paper out in today's soaring temperatures.
Some 10000 special copies of the newspaper were delivered to commuters earlier this month in the promotion with Atlantic Records.
The thermochromic ink disappears when rubbed to reveal cryptic clues about Sheeran's sixth record, the promotion matching with Metro's audience, claimed to be the youngest of all the national print titles.
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