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Among her performances during A Very Gaga Thanksgiving, Lady Gaga will perform a duet with Tony Bennett on “The Lady is a Tramp” and sing “Marry The Night,” her latest single from Born This Way (see video below). The special, which Gaga directed, starts at 9:30 p.m. ET on ABC.
“We all know Lady Gaga is a phenomenon,” Couric said in an announcement. “This is a chance to see more of who she is beneath the wild costumes and staged musical numbers — Lady Gaga as a high school student still bruised by being excluded from the party, Lady Gaga as a devoted daughter and caring sister, Lady Gaga as a 25-year-old woman embracing fame and fortune that seemed to come overnight.”
In a tweet Thursday afternoon, Gaga said she’ll have treat for viewers at the end of the special: “Surprise! … I will preview some of my new music video ‘Marry The Night.’” Gaga also recently appeared on Good Morning America, where she discussed the special and what she enjoys doing on Thanksgiving.
“I just like to be with my family,” she said. “We just love to eat and eat all day long with my grandma, and watch whatever TV special is on, watch old movies and talk about the year.”
How Lady Gaga Created a Web Marketing Spectacle for ‘Born This Way’
In the months leading up to the May 23 Born This Way album release — and even now — Gaga has paved a path for stars and brands to get inventive with the ways they use digital and social media to promote themselves and connect with fans. Gaga is no stranger to success on the web. She remains a heavyweight on major social networks. The promotional juggernaut further ramped up her all-encompassing web presence, fostering partnerships with Zynga for the FarmVille-inspired GagaVille, Starbucks for a massive scavenger hunt, VEVO for exclusive premieres, HBO for a concert special, Rdio for free lifetime subscriptions, iTunes for a promotional countdown, Best Buy and Livestream for an album signing and Gilt Groupe and Amazon Cloud Player for deals.
Below, we’ve compiled a huge swathe of the digital and social media initiatives behind Gaga’s Born This Way.
View As Slideshow »
Zynga's GagaVille
On May 17, Zynga launched the Farmville-style GagaVille, which garnered much ridicule from Gaga haters and laughs from even the most devoted Little Monsters.
Jokes aside, Lady Gaga like other big brands this year found a way to leverage the enormous social gaming population, which is expected to reach 68.7 million players by the end of 2012.
Gamers were able to unlock and stream unreleased tracks from Born This Way and bonus remixes. The game incorporated Gaga's style and personality with users having access to crystals, unicorns and sheep on motorcycles. The GagaVille campaign also incorporated Zynga game cards (buy a $25 card and receive the Born This Way album and bonus tracks for free); Words With Friends (use a Gaga word of the day and be entered for concert tickets); and RewardVille (win virtual goods to use in other Zynga games).
Jokes aside, Lady Gaga like other big brands this year found a way to leverage the enormous social gaming population, which is expected to reach 68.7 million players by the end of 2012.
Gamers were able to unlock and stream unreleased tracks from Born This Way and bonus remixes. The game incorporated Gaga's style and personality with users having access to crystals, unicorns and sheep on motorcycles. The GagaVille campaign also incorporated Zynga game cards (buy a $25 card and receive the Born This Way album and bonus tracks for free); Words With Friends (use a Gaga word of the day and be entered for concert tickets); and RewardVille (win virtual goods to use in other Zynga games).
Starbucks Scavenger Hunt
Starbucks and Mother Monster teamed up on May 19 for “SRCH,” a two-week digital scavenger hunt
in which participants can scan in-store QR codes, visit blogs and
Starbucks digital properties, decode cryptic messages and answer trivia
questions to earn prizes.
Yahoo joined the fun on May 23, helping transform the Starbucks Digital Network into all things Gaga. Visitors to the site had access to a special edition of the Born This Way for one day. They also received a free “Edge of Glory” download and an exclusive video by Lady Gaga singing a cappella.
"Considering that Lady Gaga may be the world’s hottest star right now and an innovative creator unlike anyone we’ve seen, imagine our delight when we learned that she’s also a big Starbucks fan," said Alexandra Wheeler, global digital strategy director for Starbucks, in a recent blog post.
The hunt ends June 7.
Yahoo joined the fun on May 23, helping transform the Starbucks Digital Network into all things Gaga. Visitors to the site had access to a special edition of the Born This Way for one day. They also received a free “Edge of Glory” download and an exclusive video by Lady Gaga singing a cappella.
"Considering that Lady Gaga may be the world’s hottest star right now and an innovative creator unlike anyone we’ve seen, imagine our delight when we learned that she’s also a big Starbucks fan," said Alexandra Wheeler, global digital strategy director for Starbucks, in a recent blog post.
The hunt ends June 7.
Google Chrome Commercial
In the this commerical, Gaga is shown at a computer typing inspirational messages such as, "This is our moment. ... Stay strong, Little Monsters!"
The video highlights two things other than the capabilities of Google's web browser: The extent to which fans will broadcast their adoration for Gaga and also Gaga's willingness to return their positive sentiments.
The song for the video is "Edge of Glory," a song from the new album.
The video highlights two things other than the capabilities of Google's web browser: The extent to which fans will broadcast their adoration for Gaga and also Gaga's willingness to return their positive sentiments.
The song for the video is "Edge of Glory," a song from the new album.
Amazon's $0.99 Sale
Gaga fans woke up May 23 to a nice surprise: Amazon was selling the 14-song album as a digital download for a mere $0.99. Fans also received 20 GB of Cloud Drive storage from Amazon.
News of the massive sale spread like wildfire and consumers quickly started experiencing technical difficulties. With servers overwhelmed, people who bought the digital download were unable to immediately access all tracks.
In time, all songs became available, but Amazon users had already unleashed their anger by leaving one-star ratings due to Amazon’s slow service.
To get back on the good side of consumers, Amazon offered the deal again a few days later on May 26. In a tweet, @AmazonMP3 said, “We’re doing it again and this time we’re ready.”
Amazon has not disclosed the number of downloads for Born This Way.
News of the massive sale spread like wildfire and consumers quickly started experiencing technical difficulties. With servers overwhelmed, people who bought the digital download were unable to immediately access all tracks.
In time, all songs became available, but Amazon users had already unleashed their anger by leaving one-star ratings due to Amazon’s slow service.
To get back on the good side of consumers, Amazon offered the deal again a few days later on May 26. In a tweet, @AmazonMP3 said, “We’re doing it again and this time we’re ready.”
Amazon has not disclosed the number of downloads for Born This Way.
Best Buy Live Feed
On
album launch day, Lady Gaga stayed up into the wee hours of the night
to meet fans and sign autographs at a Best Buy in New York City.
Best Buy promoted the event with a live video feed from Livestream. The video was surrounded by interactive features for fans who couldn't make it to the event.
Best Buy promoted the event with a live video feed from Livestream. The video was surrounded by interactive features for fans who couldn't make it to the event.
Google Interview
In March, Google executive Marissa Mayer interviewed Lady Gaga as part of the “Google Goes Gaga"
event. She helped promote Google Moderator, a tool that allows fans to
submit questions via text or video on the musician’s YouTube channel and
subsequently vote for their favorites.
During the Q&A, Gaga talked about her forthcoming album and revealed that she would make her directorial debut alongside choreographer Laurieann Gibson for her second single, “Judas.”
Through Google Moderator, her fans asked 643 questions about the single.
Near the end, Gaga asked a rhetorical yet fitting question to the audience of Google employees and online viewers, “Don’t you love the Internet?”
During the Q&A, Gaga talked about her forthcoming album and revealed that she would make her directorial debut alongside choreographer Laurieann Gibson for her second single, “Judas.”
Through Google Moderator, her fans asked 643 questions about the single.
Near the end, Gaga asked a rhetorical yet fitting question to the audience of Google employees and online viewers, “Don’t you love the Internet?”
Robin Hood Charity
In April, Gaga once again dipped her feet into social good by working with the Robin Hood Foundation to launch two Facebook contests in support of the New York-based charity, which benefits the poor and homeless between the ages of 16 and 24.
The contest — to decide how Lady Gaga should split $1 million among five charities — ran from April 26 to May 6 and received 1,057,101 votes.
She also lent her hand to the victims of the March 11 Tōhoku earthquake and tsunami in Japan, providing an exclusive remix of her single “Born This Way" for the Songs for Japan charity album.
Gaga also donated $1.5 million to Zynga’s fundraising initiative with Save the Children and the American Red Cross via sales of her Japan Prayer Bracelets.
The contest — to decide how Lady Gaga should split $1 million among five charities — ran from April 26 to May 6 and received 1,057,101 votes.
She also lent her hand to the victims of the March 11 Tōhoku earthquake and tsunami in Japan, providing an exclusive remix of her single “Born This Way" for the Songs for Japan charity album.
Gaga also donated $1.5 million to Zynga’s fundraising initiative with Save the Children and the American Red Cross via sales of her Japan Prayer Bracelets.
Gilt Groupe Deals
Gilt Groupe
offered sales curated by Gaga's fashion director, Nicola Formichetti,
as well as charity sales of a Mugler dress worn by Gaga, entrance into
the Paris Mugler fashion show and access to a performance from Gaga.
HBO Concert Special
HBO aired Gaga's Monster Ball concert at New York City's Madison Square Garden on May 7.
The 120-minute concert special included the "Born This Way" single and teased the then-unreleased track "Marry the Night."
The 120-minute concert special included the "Born This Way" single and teased the then-unreleased track "Marry the Night."
Rdio Free Music
Rdio created a BTW playlist and a corresponding contest to give away a free music subscription.
Facebook Engagement
Gaga ended 2010 as the celebrity with the most "Likes" on a Facebook Page with 24.7 million Likes.
She has one of the most active and engaged Facebook Pages not only because of her fans but also because she frequently shares status updates, photos, videos and news through the platform. On May 18, for example, she posted a photo collage that displays her album art on buildings, cars and even in and around a New York City subway train.
She has one of the most active and engaged Facebook Pages not only because of her fans but also because she frequently shares status updates, photos, videos and news through the platform. On May 18, for example, she posted a photo collage that displays her album art on buildings, cars and even in and around a New York City subway train.
Vevo Exclusive Premieres
Vevo has so far exclusively premiered each of the official music videos for Born This Way.
The song "Born This Way" has racked up 52.7 million views on Vevo's website and "Judas" has accumulated 35.6 million.
VEVO also recently put together a Lady Gaga playlist available online, on the iPad, iPhone, iPod Touch or Android devices using the VEVO for iOS or VEVO for Android apps. The playlist includes live versions of "Edge of Glory/Judas" and "Born this Way’ from the May 21 season finale of Saturday Night Live.
The song "Born This Way" has racked up 52.7 million views on Vevo's website and "Judas" has accumulated 35.6 million.
VEVO also recently put together a Lady Gaga playlist available online, on the iPad, iPhone, iPod Touch or Android devices using the VEVO for iOS or VEVO for Android apps. The playlist includes live versions of "Edge of Glory/Judas" and "Born this Way’ from the May 21 season finale of Saturday Night Live.
iTunes Countdown
The title track of Born This Way in February became the fastest-selling single ever on iTunes stores worldwide.
Capitalizing on her success, Lady Gaga released two additional songs in advance exclusively on iTunes. Fans got to hear "Edge of Glory" on May 9 and "Hair" on May 16 ahead of the May 23 album release.
Capitalizing on her success, Lady Gaga released two additional songs in advance exclusively on iTunes. Fans got to hear "Edge of Glory" on May 9 and "Hair" on May 16 ahead of the May 23 album release.
GagaVision Videos
A fan favorite, GagaVision gives her Little Monsters a behind-the-scenes look at Gaga. In some of the videos, which are posted on YouTube, Gaga candidly discusses the creative process behind BTW. In other clips, fans get to see the people and places surrounding Gaga.
Twitter & TwitPic Trends
In May, Gaga hit a Twitter first by becoming the only user to rack up 10 million followers.
The messages she posts incite a tweet storm from her followers who retweet and @mention her comments, pictures and videos, as well as promote the hashtags she uses.
In April, for example, she revealed the BTW cover art via a Twitpic photo (seen above). The image garnered hundreds of thousands of views in mere minutes.
The messages she posts incite a tweet storm from her followers who retweet and @mention her comments, pictures and videos, as well as promote the hashtags she uses.
In April, for example, she revealed the BTW cover art via a Twitpic photo (seen above). The image garnered hundreds of thousands of views in mere minutes.
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