has been noted for similarities between Taio Cruz's hit 2010 single "Dynamite". The first cut on the deluxe edition and overall fourteenth song on the album, "Stand Up", is an uptempo electropop and pop rock song. The second and final song on the deluxe edition, and fifteenth overall, "Moments", is a mid-tempo pop ballad. Instrumentation includes a gently strummed guitar and intermediate piano lines. The song's lyrics revolve around an unrequited love. During the album's UK launch in late 2011, Tomlinson referred to the song as his favourite track on the album. Release and promotion Up All Night was made available on CD and digital download in two editions: the deluxe edition, in hard form shape of a yearbook, features a book-sized collection of photos, quotes, and lyrics from the five members of One Direction, and two extra songs: "Stand Up" and "Moments". The album was released by Syco Records in Ireland and the UK on 18 November 2011 and 21 November 2011 respectively. The album was released on 25 November 2011 and 28 November 2011 in Australia and New Zealand respectively. The album was fully released in Europe in early 2012. The album was initially set for release in North America on 23 March 2012 through Columbia Records; however, it was rescheduled for a one-week earlier release on 13 March 2012 with Columbia Records releasing a statement: "due to overwhelming fan demand, their debut album will be released one week early on 13 March 2012." For the North American release on 13 March 2012, Columbia Records executives used social media to shape its marketing campaign. Columbia Records co-chairman Steve Barnett and his team decided to reverse the usual pattern of releasing a single on the radio. Instead, the label mounted a four-month marketing campaign aimed at building a fan base through social media before a single was ever released or played on the radio. The social media campaign asked fans to sign petitions and to enter video competitions to win a concert in their town. The campaign was a success as One Direction's Facebook followers in the United States rose from 40,000 to 400,000. "What Makes You Beautiful" sold more than 131,000 copies in its first week, even though it had yet to be played on the radio. Radio programmers were flooded with calls from fans. Johnny Wright, who managed New Kids on the Block, Backstreet Boys and 'N