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Justin Bieber's Mysterious 'What Do You Mean' Campaign Explained

Justin Bieber's Mysterious 'What Do You Mean' Campaign Explained
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Justin Bieber has been piquing everyone's interest with his innovative campaign for his upcoming single "What Do You Mean?,” set for release on August 28.

For the month-long campaign, he enlisted the help of forty-nine of his superfans, who were sent a personal DM with a lyric from the song and a clock, which showed a different time. When the fans tweet about their surprise, they are also collectively pulling together the song by using the time on each clock.

Check out some of the DMs that Justin sent to his diehard fans!

In addition to fans, he has also been asking celebrity friends to count down to the release by posting photos of them holding up signs about the song.

What Do You Mean? Chris Martin of @coldplay #7days Thanks

A photo posted by Justin Bieber (@justinbieber) on


Thanks @christinaperri . What Do You Mean? #13Days :)

A photo posted by Justin Bieber (@justinbieber) on

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