Forget entertainer — Lady Gaga may be the savviest marketer we’ve ever seen.
Just named the world’s most powerful celebrity by Forbes, she’s continuing her marketing blitz to ingrain her upcoming album release for Born This Way on the world's collective brain.
As if taking over the world's biggest social game isn't enough, she's partnering with the world’s biggest coffee purveyor, Starbucks, and partnering with flash sales giant Gilt Groupe to flog her new album. Can nothing stop her?
The musical dynamo that is the Lady Gaga brand is redefining celebrity in the digital era: 32 million Facebook fans, 10 million Twitter followers, made about $90 million last year, and relentless media hound.
The Starbucks promotion, a scavenger hunt across all its digital properties with the winner going to a Lady Gaga concert during her 2012 world tour, is timed to the May 23rd album release, when Starbuck’s fans can watch exclusive video on the Starbucks Digital Network and download her new single, Edge of Glory.
"Teaming up with Starbucks means she's the ultimate sell-out," says Robert Thompson, professor of pop culture at Syracuse University. "But that's no longer an insult. To be part of what everyone is consuming is a rarity that only happens at the Super Bowl."
In yet another promotion, French This Way, Lady Gaga is inviting her “little monsters” and the UserFarm community in Europe to create a fan video version of Born This Way, and Lady Gaga will personally select the winner for the “Little Monsters Video Awards.”
The creative brief to her fans: create videos that represent the uniqueness of every human being.
UserFarm, owned by TheBlogTV, is the number one video crowdsourcing platform in Europe, working with French agency Vanksen as the marketing muscle.
Lady Gaga gives new meaning to the old adage "the only bad publicity is NO publicity" as she navigates the waters of social media with unprecedented finesse. And "no" is a word she seldom uses (with one notable recent exception: Target) when it comes to promoting her brand.