'X-Factor' judge Demi Lovato arriving on a flight at LAX airport in Los Angeles, California on March 28, 2013.
1. Website tells you to, "Scratch to Reveal".
2. "Scratching" reveals this: 
Glitter hand ring any bells?
3. Then it asks you to share on Facebook and/or Twitter.
4. This pops up (of course) and it reads:
I assume the more fans "scratch" the homepage and share the news, the sooner the artwork will reveal itself(?) Visit her site at demiwhiteout.com! Can we expect some tour dates too?
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Source:
http://anythingdiz.livejournal.com/7691222.html