Coldplay is promoting its latest album, "Ghost Stories," with a scavenger hunt directing social media followers to handwritten lyric sheets from its songs. The band has hidden the lyric sheets, in Chris Martin's handwriting, in ghost story books in libraries around the world. It's giving clues to their location on its Twitter feed, and some of the the sheets have already been found as far afield as Barcelona, New Zealand and New York, slipped into titles including The Hound of the Baskervilles. One of the hidden envelopes also contains a special Golden Ticket, giving the finder and a guest a free trip to London to see Coldplay perform at the Royal Albert Hall on July 1st. As each envelope is discovered, a photo of that particular lyric sheet will be posted. The British band was one of the first to promote new album releases via the web, in particular making its single Violet Hill available as a free download for one week in 2008.
The idea's reminiscent of Droga5's award-winning campaign for Jay-Z and Bing, which distributed pages of the music entrepreneur's book "Decoded" across various media channels -- but with a little Charlie and the Chocolate Factory thrown in.