The latest artist to benefit from a partnership with location-based marketing startup Landmrk is former One Direction star Louis Tomlinson. He’s promoting a new single called ‘Two Of Us’ with a digital scavenger hunt using the Landmrk for Music platform that the British startup unveiled in December 2018.

“I’ve hidden some video clips in hotspots around the world. All I need you to do is find them & then you’ll be the first to hear more about my new track,” wrote Tomlinson on Instagram and Twitter, announcing the campaign to fans. “Share what you find using #TwoOfUs & try to piece it together.” Fans can visit the campaign’s website on their smartphones to look for nearby hotspots.

Will this get traction? Well, the Instagram video posted by Tomlinson as an announcement has 1.5m views in two days, while the tweet has been liked more than 90k times and retweeted more than 30k times so far. How that translates into boots on the ground hunting down hotspots will be interesting.

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