Has Usher outdone Thom Yorke for creative album delivery? 

Forget a plastic figurine, the next prize you find at the bottom of your cereal box could be Usher’s latest track. The R&B singer has inked a deal that will see new song ‘Clueless’ only available in specially marked boxes of Honey Nut Cheerios sold at Walmart. Winning boxes will be marked with a code that will allow you to download the ‘Confessions’ singer’s latest number.

In terms of strange cross-promotions, this one is right up there. Below you can watch a video of Usher practicing his dance moves when the cereal’s mascot, Buzz The Bee, joins him to explain the nutritional benefits of the cereal through dance.

We’re not sure this move is going to prompt questions of an industry revolution any time soon – it’s all a bit nuts really.