Atlantic Records has launched an interesting campaign with PeerIndex, the company that ranks social media users based on their authority around specific topics. The campaign is based around Ed Sheeran, whose new album is released on 12 September in the UK. Fans are being offered the chance to attend a studio gig where Sheeran will play the album in full, but only those with a good enough PeerIndex rating can apply for tickets. Sheeran tweeted the link to his fans yesterday, with a page for them to sign up and see if they qualify. Book publisher Penguin recently did the same thing with a new book by Hari Kunzru, distributing free advance copies to people with a good enough PeerIndex rating. Here’s what we like about this sort of thing: it can identify the superfans – the people most active on Twitter who’ll help build buzz about an album (or book, or etc etc). Here’s what we don’t like: these contests can be seen as telling a lot of fans ‘sorry, you’re not good enough to even enter’, and alienate them. It all comes down to how high you set the qualifying rating, we guess.