Giant Transvision screens in London mainline stations will display ads for the album and the current single Speed of Sound. In the week prior to the album's launch on 6 June, content including band photos, screensavers and selected tracks from the album will be available for download to mobile phones.
The Bluecasting technology has not been used before for large-format outdoor advertising. It can measure the number of Bluetooth users downloading content.
Maiden Group, which owns the Transvision screens, is running the campaign in conjunction with Posterscope, the outdoor media agency of record company Parlophone.