Hats off to whoever’s doing the marketing for Adele’s next album for springing an almighty surprise during the UK X Factor this weekend.

During a commercial break in the TV talent show, viewers were treated to a black screen, then Adele’s voice singing what appeared to be a new song – with lyrics displayed on the screen.

What was missing were any specific details: no album name or release date, making this very much a teaser. Just one delivered in primetime to the UK’s biggest music-related audience of TV viewers.

That’s an early signifier for the likely nature of the campaign around the new album, with the analogue teaser predictably sparking a digital hubbub on Facebook and Twitter as soon as it aired.

TV is going to be key to the campaign: Adele is rumoured to be getting an entire TV special to promote its launch this side of Christmas.

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