… I want people to walk around delusional about how great they can be – and then to fight so hard for it every day that the lie becomes the truth.
When it comes to Social Media, there’s a new sheriff in town, and her name is Stefani Joanne Angelina Germanotta, better known as pop singer and songwriter Lady Gaga. After overwhelming Amazon.com with fan support of her $0.99 Born This Way album, 10.4 million Twitter followers, over 35 million Facebook “likes,” and a recently launched homestead homage to Zynga’s FarmVille, GagaVille, she leads the online community pack in Social Media Marketing success. In addition, LadyGaga.com has a landing page touting her new record, as well as eCommerce stores for the US, UK, Australia, Japan, Germany, and France. Each shop offers localized customization, and features such as chat and event listings are included in her Webspace. She has even gone mobile with Born This Way Revenge, a game which includes a promotion for 17 album tracks positioned at $4.99.
The savvy performer and her marketing team strategize using channels such as magazines, television, cosmetic and fashion deals, corporate affiliations, and various Social Media outlets, building an innovative business model that can neither be ignored nor denied. She has partnered with Starbucks for album sales and also a “digital scavenger hunt,” called SRCH, yielding Gaga goods, Best Buy for an album give-away with contracted mobile phone purchases, and luxury purveyor Gilt Groupe for the artist’s inspired clothing and VIP performances; even Google Chrome pitched a Gaga ad with an album track.
Her most recent coup, aggrandizing her latest album via Amazon for 99 cents, in a concerted effort to promote their cloud service, left the eCommerce titan’s servers reeling, delaying orders and causing strife for impatient customers. Such non-traditional merchandising approaches are the hallmark of the Gaga marketing juggernaut. Little wonder she has been named Forbes’ most influential celebrity. According to Tim O’Brien, business development VP at Disney mobile, with whom Gaga inked the Tapulous Born This Way Revenge deal (her third with the firm, and which has resulted in 5 million song sales thus far), “I’ve never seen anything as powerful as when Gaga hits her social media channels compared to anyone else that we’ve worked with.“
By combining her talents as a musician, artist, fashion designer/innovator, and Social Media promoter, all while blurring the boundaries of each of these disciplines, Lady Gaga has positioned herself as an unparalled leader of both traditional and eMedia marketing. Kudos, Lady, and thank you for showing us the way!