A guerrilla advertising campaign for David Bowie's first album in a decade, "The Next Day," has spawned an Internet meme around the white square featured on the album's cover design. Fans have tweeted pictures of the white block's appearances around the world, such as painted on the streets of London and pasted over posters in San Francisco and Berlin. Fans also have posted so many pictures of themselves with white squares obscuring their faces or other scenes that Sony Music made a Facebook application to automatically place a white block over a fan's profile picture.