A television advertisement for "Late Registration" was directed and animated by Maggie Rogers, Abby Johnson and Paul Tuersley of Mr & Mrs Smith Design Ltd. It featured a gigantic version of West's teddy bear mascot Dropout Bear roaming through the streets of London. The advert received an award from British music magazine "Music Week" for Best Music TV Commercial. On the day of the album's release, West made an in-store appearance at New York's Lincoln Center Tower Records to autograph copies for fans. That same day, "Late Registration" was released in its entirety for online streaming on AOL Music.