To promote the album, a competition exclusive for members on the Snow Patrol mailing list was held. Fans wishing to enter the competition had to sign up and answer a question. The competition closed on 9 October 2009 and its winner received a drum skin, signed by all members of the band, as well as a photograph proving its authenticity, taken on the band's
North American Tour of September–October 2009. The band also played an intimate, acoustic show at King's Head in
Crouch End, London on 4 November. Tickets for this show could only be obtained via two competitions, one organized on
Play.com and the other on the band's official website. Both involved answering a simple question. On 8 November 2009, the band released a second application for the
iPhone. An online application was also made, where users could manually create their own snowflakes.
Singles The lead single taken from the album was the new recording "
Just Say Yes", released first in the United States on 23 October 2009 via
Amazon.com and
iTunes. It was physically released on CD on 30 October and 2 November in Ireland and the United Kingdom respectively. The single was a hit in the Netherlands, topping the
Top 40 chart. The second single, "
An Olive Grove Facing the Sea" (2009 Version) was only released digitally on iTunes on 4 December 2009. It was also given away as a freebie for a day on the 1st day (26 December 2009) of iTunes' 12 Days of Christmas. In Belgium and The Netherlands the song "
Run" was released on 25 January 2010 as the 2nd single of Up to Now. In The Netherlands the song was Alarmschijf on Radio538 in week 6 of 2010. The song entered the
Dutch Top 40 on 26 February 2010 and moved up to the number one position on that chart. That makes it the 5th Snow Patrol song that hit on that chart, and the first number one hit in The Netherlands. In Belgium, Wallonia, the song was on the
Top 30 of the
Ultratop 50, but in Flanders, Just say Yes peaked at number 6 in the
Ultratop 50. ==Release==