ed sheeran

The rollout of the campaign for Ed Sheeran’s new album ‘=’ continues, with another big tech platform joining the fun this week.

TikTok has launched an exclusive AR ‘special effect’ (its equivalent of Snapchat’s lenses) based on the neon facepaint seen in the video for his ‘Overpass Graffiti’ track. A track which was previewed exclusively on TikTok in October, incidentally.

Fans are being encouraged to use the effect and share videos using the #EqualsAlbum hashtag, which a day after launch has already notched up more than 115m video views.

Sheeran is also getting involved with his fanbase on TikTok, using its duets feature to sing along with some of their renditions of his new music.

Note how Sheeran’s team continue to balance the demands of various platforms: this TikTok campaign is carefully different from his ‘The shorter side of =’ promotion that ran on YouTube Shorts in October.

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