The wider campaign will see posters and press ads drive fans of the singer to a micro-site, which will give them a chance to win branded merchandise.
The microsite (www.ludaprize.com) was created by digital design agency Holler. On registering, users will get three spins of a dog called tombola. They will also be able to register for a mobile phone prize draw by texting 'Def Jam' to a special mobile number.
Leo Wyndham, new-media manager at Mercury Records, said: "The purpose is to keep building the database for Def Jam, which comes through Mercury in the UK. Unlike other labels, Def Jam is a brand in its own right and this campaign will contribute to brand awareness."
The campaign will run for a month to build awareness of the single's release on 10 June.